QUESTIONS TO ASK BEFORECOMPOSING A CORPORATE STORY

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1. WHEREDID YOU COME FROM?

Take a long look at your heritage.

Almost every business has an interesting story to tell about where they came from. Perhaps it started as a college project between friends. Perhaps it started because the

founder's wife wanted better makeup. Perhaps they wanted to feed their kids bettersnacks.

2. WHO IS YOUR TRIBE?YOUR TRIBE ARE YOUR BIGGEST ADVOCATES, AND WITHOUT THEMTHERE WILL BE NO WORD OF MOUTH. WHEN YOU'RE CHOOSING

WHAT TO INCLUDE, THINK ABOUT THEIR PASSIONS. DO THEY CAREMORE ABOUT YOUR ECO CREDENTIALS OR YOUR INSPIRATIONALLEADER? THE PERKS YOU GIVE YOUR STAFF, OR YOUR CHARITY

DONATIONS?

3. WHAT'S YOURSPIRIT?

All companies have a spirit thatruns through them. Some are

playful, some areentrepreneurial. Some value

innovation, others selfimprovement.

ALL STORIES NEED GOODIES AND BADDIES.COWBOYS AND INDIANS. A SENSE OF DANGER, A

CHALLENGE TO OVERCOME, AND A HERO TO SAVETHEM. WHO PLAYS EACH CHARACTER IN YOUR

COMPANY LANDSCAPE?

4. WHO ARE THE GOODIES AND BADDIES?

A good source ofinspiration for tellingyour corporate story isto look at how youremployees live yourbrand. Do they raiselots of money for localcharities? Do theyencourage trainingcourses? Or take theFamily Fun Day bit tooseriously?

DO YOU LIVE YOURBRAND?

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