A business is also a culture of people, men and women who are bound together to sell products and services that improve the lives of their customers and move the world forward.

Inspiring leaders ignite passion and loyalty by infusing their brand’s narrative with a higher mission.

Successful brands—individuals and companies—see themselves as storytellers first. They go to where their audiences are living their lives and, once there, create authentic, personal, and passionate stories that are tailored to fit the way their audiences consume content.

Storytellers who simplify complexity speak succinctly. They practice their pitch until they can tell a compelling story in as little as 60 seconds.

Why did you start your company? Why are you in your role? □ How does your company, product, service, or cause improve the lives of its customers? □ What are you passionate about? □ What makes your heart sing?

The capacity for storytelling is in our DNA because humans have been telling stories for more than 10,000 years.

A great storyteller helps people figure out not only what matters in the world, but also why it matters. —Maria Popova

Facts and figures inform, but stories move people to action.

Pay attention to your past. It holds the stories of where you’ve been and how you got to where you are. And sometimes, when you feel stuck, the stories of your past and the people you’ve met might move you forward.