More than ever, what you say about yourself matters. A compelling story is more important than almost anything else for a business start-up.
“For me, it’s more important for a start-up to have a corporate story than a business,” a venture capitalist said recently, according to PR Week, April 2015. It’s not just about having a clever idea; entrepreneurs need to be able to tell a good story from the earliest moment of existence to cut through the noise. Two business partners with a great idea is all well and good. But they need a story to attract attention, funding from investors and win customers. And that simply means relating to stakeholders as people – we are hard-wired from the earliest age to respond to stories. A good corporate story, like Cinderella or Puss-in-Boots, has appealing characters, challenges and a good ending. But getting the key players to agree it is quite another matter. What are the organisations’s values and vision? Get that right, consistent and compelling. Then all the communication that the company does, internally and externally, naturally flows from there.
Those organisations that haven’t worked out why they exist, where they have been and where they are going have the toughest time achieving brand loyalty and business growth.
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