A company’s story is a comprehensive, compelling, narrative explanation of its origin, purpose and value.

This overarching explanation should organize all the information there is about a business into one connected, linear description with a beginning and end.

Because stories are easy for people to understand, remember and repeat. The alternative is a list of facts and positioning statements that aren’t clearly connected to each other and are therefore more difficult for people to recall and find meaningful.

In some cases, a business’s story is naturally compelling – it just needs to be recorded, communicated clearly, and repeated.

In other cases, it takes the talent of a creative communicator to identify a key insight in the company’s story that will resonate with audiences.