Strategy: can you tell a story?
Marketing writer Seth Godin’s just written a short piece asking which comes first - the story or the work? The proposition is that, however nascent the idea, you always have some kind of story in your head when you start work on a new venture or project.
I’m always asking people to explain their market offer. Telling it as a story, one which you carry round in your head and which you can easily relate to others, is a nice way to get your idea across. A good story is so much more personal and memorable for the listener and the teller. A good story explains strategy and steers execution. A good story guides you and your people. A good story informs your customers and business partners. A good story says what you do, what you don’t do, and why. People love a good story.
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