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Every story has a hero – the person you want to see win. Stories are about a ‘hero’s journey’, the foundation of almost all stories told through history. Your characters are your customers, employees, vendors, contacts – all of them can advance the plot.

Would your customers experience your company’s story as classic, timeless play meticulously directed, or did they wander out on stage to find that they are in a comedy club doing improv with no training?

Are your employees – the actors bringing that story to life – able to work with the script you gave them? Is the real action happening out on the stage for all to see, or is the backstage drama way more compelling?

You’ve got your mission statement and values on your website. You’ve gotten your ‘why.’ Now get your story straight.