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As the leader of your business you need to be able to tell stories every day: stories to investors, stories to customers, to employees, to potential employees. Your ability to convince anyone to do what you are asking is directly related to your ability to paint a picture as to why it’s a relevant proposition for him or her. Over and over again, we see leaders crafting stories that don’t convert, don’t resonate and in some cases do damage.
In this video we talk about what words you cannot omit from a meaningful purpose statement or story.