Your story isn’t told by you
Maybe you got into your business to make money. Or maybe to express a gift, perhaps even a passion. But however it began, the story of your business isn’t what you — or your advertising agency — say it is. No, the story of your business is ultimately in the hands of someone else.
Your story is told by your audience
Your audience — your base of actual and potential customers — doesn’t know they tell your story. In fact, they’re probably not consciously aware that you even have a story. But make no mistake: Your story lives in the mind of every actual and potential customer you have.
Your audience creates and perpetually renews your story, they repeat it to themselves and to each other. And the nature of this story is what determines whether potential customers become actual, and whether actual become continuing — or former. In other words, whether your story has a future.
So, back to the original question: What’s your story?