Like the old saying goes, people don’t remember stats, they remember stories.
Go to any cocktail party. The girl trying to impress the guy isn’t talking about how many widgets her company sells every week, she’s telling him why making and selling widgets is so important, why it matters, why it’s making the world a better place.
And all that requires a story.
You can go further than that. You could argue that if you can’t make it into a good story, you probably don’t have a very good handle on your subject matter, period.
The other thing a good story is, is bundled information. A good story allows you to transmit a lot of knowledge from person to person in a way that is easy to remember.
Take, for example, the story of Adam And Eve. That story easily predates the written word by millennia, and yet in a format that only takes a few minutes to transmit orally, it converts A LOT Of wisdom about the human condition. And it’s this inherent usefulness and utility which ensure the stories survives down the ages.
So if you’re stumbling with your story, maybe it’s a sign that there’s something wrong.
Great businesses make great stories. So start with that. Rock on.