Why Story?

Human beings are a storytelling species. We naturally turn to stories to organize our thoughts, share information, and perceive the world around us. More than just “once upon a time” fables, stories are the basic unit of human connection. This idea is supported by cognitive science, cultural anthropology, and even management theory.

We navigate through narratives. The following definition by Robert Dickman explains: “A story is a fact, wrapped in an emotion that compels us to take an action that transforms our world.” Historically, stories serve as the building blocks of relationship, culture, and social meaning. Today, we are bombarded by so many stories that it’s hard to determine which matter most. For many of us, it feels like we are drowning in a sea of stories.

Behind every great leader is a story that inspires the world. It’s the job of leaders to frame and narrate a coherent storyline that constituents can believe in. Inside organizations, stories make or break your ability to inspire, collaborate, and innovate. In times of change, the right narrative can help people make sense of major disruption.

Our Work with Brand Story

We look to the brand as the starting point of every organization’s story. The Brand Story is the story of your truth – what you stand for, what you promise, and what people experience. There are two important distinctions to your organization’s Brand Story – (a) the official message that you produce, versus (b) how constituents actually perceive you.

This narrative gap is where our work begins. We help organizations to identify the emotional assets that create attachment and loyalty. We then help align organizational strategy, culture, and communications in support of a revitalized story.