by setting out to find and tell the right story, we lose sight of the real story—the truth about who we are. We mistakenly assume that marketing is about adapting our story according to what most people want to hear. We go off in search of an angle that will attract the most attention today. As a result, we don’t devote enough time and resources to reflecting on how we can resonate with the right people—just as we are. We fail to harness the true potential of our narrative.
