Once upon a time…

Sometimes a remarkable product/service arrives with no story. But for the most part in life, all great things start with a story. Consider the story about the origins of the Saddleback Leather Co.

My 2¢: In my experience, one of the biggest challenges entrepreneurs face in growing their businesses is this: they fail to appreciate the importance of telling their story well. And if storytelling is not your strong suit, why wouldn’t you hire a professional to help you articulate your story?

P.S. Please remember that the icing is not the cake, and the icing does not make the cake. Said differently, it’s true: your story is just the icing. Your product/service must be the cake. But when the two come together, you’ve got a package that’s hard to ignore.