In her book Stories That Stick, Kindra Hall advocates mastering 4 types of business stories:
* Value Story
* Founder Story
* Purpose Story
* Customer Story
It& #39;s a great model for explaining what makes your product or business so effective, invaluable, relevant and transformative.

2/3
Why bother with "purpose"?
Hall explains it well.
She says research indicates that "companies that have a stated purpose other than profit, and align themselves with it, return more profits over time...
"We really, really need WHY in our lives."

3/3
"We& #39;re wired to want purpose and to give meaning to things," says Hall. "In a vacuum, we& #39;ll attribute meaning where none exists. People want a purpose. If you don& #39;t give them one, they& #39;ll make up their own.
"Tell your stories first. Otherwise someone might tell them for you."