Your company narrative is much like any story. It contains a plot line which gives the story meaning. This plot is a sequence of events, the "why" behind the things that your company does and product/service it delivers.

The starting point:
a simple, recognizable truth
At the heart of every good business story there lies a truth that is simple enough for the management to communicate, and so recognizable that others can quickly connect with it.

The point of view: space
for the listener
Good stories fire the listener's imagination. They draw people in and include them in the storytelling process.

The storyteller
Every good company requires a strong personality and a credible narrator whom people will want to listen to -- but one whose passion also allows them to suspend disbelief.

The mission: a heroic narrative
Heroic stories embolden not only their creators but all who hear the narrative.