Story Driven

1. Your story is your competitive advantage

Marketing should magnify the truth, not manipulate a message.

Unique identity matters. In a world of increasing competition, your story - your unique identity, experiences, and perspective - is what sets you apart. It's not about inventing a narrative to appeal to others, but about understanding and articulating who you truly are and why you do what you do.

Authenticity resonates. Customers and employees are drawn to brands and leaders who are genuine and transparent. By embracing your true story, you create deeper connections and loyalty. This authenticity becomes a powerful differentiator in the marketplace.

Story shapes strategy. Your story isn't just for marketing; it should inform every aspect of your business. From product development to customer service, letting your unique narrative guide your decisions creates a cohesive and compelling brand experience.

2. Understand your backstory to shape your future

We can't see the hereditary material in our body's cells, but we know it's there.

Past informs present. Your personal or company history contains valuable insights that can guide your future direction. By examining key moments, influences, and decisions from your past, you gain clarity on your values, strengths, and purpose.

Connect the dots. Look for patterns and themes in your backstory that reveal your core identity and motivations. These elements often point to your unique strengths and the areas where you can make the most meaningful impact.

Learn from experience. Your past challenges and successes contain lessons that can inform better decision-making moving forward. By understanding your journey, you can more confidently navigate future obstacles and opportunities.

3. Align your values, purpose, and vision for success

It's not hard to make decisions when you know what your values are.

Values as a compass. Clearly defined values act as a decision-making framework, ensuring consistency in your actions and helping you stay true to your core identity. They guide both big-picture strategy and day-to-day choices.

Purpose drives motivation. A well-articulated purpose - your reason for existing beyond profit - inspires employees, attracts loyal customers, and provides a sense of meaning to your work. It answers the crucial "why" behind your efforts.

Vision creates direction. A compelling vision of the future you want to create gives your organization a shared goal to work towards. It aligns efforts and inspires innovation in service of a larger aspiration.

4. Be story-driven, not competition-driven

Great companies don't try to matter by winning. They win by mattering.

Focus on impact. Story-driven companies prioritize making a meaningful difference over simply beating the competition. This shift in focus leads to more innovative solutions and stronger customer loyalty.

Long-term thinking. While competition-driven companies often make short-term decisions to hit immediate targets, story-driven organizations take a longer view. They're willing to make choices that may not pay off immediately but align with their larger purpose and vision.

Create, don't react. Instead of constantly reacting to competitors' moves, story-driven companies proactively shape their own narrative and path. This allows for more authentic growth and differentiation in the market.

5. Develop a clear purpose beyond profit

In our constant & unwavering pursuit for greatness, we are committed to enriching people's lives one tiny spoonful at a time.

Meaning motivates. Research shows that employees are more engaged, productive, and satisfied when they feel their work has purpose beyond just making money. A clear purpose taps into intrinsic motivation.

Attract aligned customers. Modern consumers, especially younger generations, increasingly support businesses that share their values and work towards positive change. A well-articulated purpose helps you connect with these conscious consumers.

Guide decision-making. When faced with difficult choices, your purpose acts as a North Star, helping you prioritize actions that align with your core reason for existing. This leads to more consistent and authentic business practices.

6. Create a vision that inspires and guides

Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge.

Paint a vivid picture. An effective vision statement creates a clear, inspiring image of the future you want to create. It should be ambitious yet achievable, giving your team something exciting to work towards.

Align efforts. A shared vision helps diverse teams and departments coordinate their efforts towards a common goal. It provides context for individual tasks and projects within the larger mission.

Inspire innovation. A compelling vision challenges your organization to think creatively about how to bridge the gap between the present and your desired future. This fosters a culture of innovation and continuous improvement.

7. Craft a strategy that reflects your identity

Our founders started our company to champion small businesses, in the belief that the Internet would level the playing field by enabling small enterprises to leverage innovation and technology to grow and compete more effectively in the domestic and global economies.

Values-based choices. Ensure your strategy aligns with your core values and purpose. This might mean forgoing certain opportunities that don't fit your identity, even if they seem profitable in the short term.

Leverage strengths. Build your strategy around the unique capabilities and experiences highlighted in your backstory. This creates a more authentic and sustainable competitive advantage.

Adaptable framework. While staying true to your core identity, your strategy should be flexible enough to evolve with changing market conditions. Use your purpose and vision as guiding principles for strategic pivots.

8. Small choices create exceptional performance

Ordinary people, making small choices that transform them into the people who are creating the future we all want to see.

Consistency matters. Excellence is rarely achieved through grand gestures, but through the accumulation of small, intentional choices made consistently over time. Focus on making the right decisions in everyday moments.

Empower everyone. Recognize that every team member, regardless of position, has the power to contribute to your organization's success through their individual choices and actions. Foster a culture that values these contributions.

Align daily actions. Ensure that even the smallest tasks and decisions reflect your larger purpose and values. This creates a cohesive experience for both employees and customers, reinforcing your brand identity.

9. Authenticity and integrity drive lasting success

We only have to revisit the 2016 U.S. Presidential election to underscore why it's vital to be clear about your purpose.

Build trust. In an era of increasing transparency, authenticity is crucial for building lasting relationships with customers, employees, and partners. Consistently acting with integrity creates a strong foundation of trust.

Weather challenges. Companies with a strong sense of purpose and identity are better equipped to navigate difficult times. Their clear values provide guidance during crises and help maintain stakeholder support.

Create meaningful impact. By staying true to your authentic story and values, you're more likely to create work that truly matters - to your team, your customers, and the wider world. This leads to more fulfilling and sustainable success.

Last updated: February 4, 2025