Story Driven: You don't need to compete when you know who you are

by Bernadette Jiwa

In contrast, the story-driven company is responsive to customers and prioritises having a clear sense of purpose and identity. It makes little reference to the competition and is intent on creating an impact. The people who work there derive a deep sense of meaning from their work because they know their company exists to do more than simply make a profit. The leaders of story-driven companies (big and small) have clear visions for the future they want to see, and they inspire their teams to join them on the journey to creating that future. They often succeed by doing things that can’t be measured or are not immediately scalable. Story-driven companies have a positive impact on their customers and society. They thrive by making the connection between their purpose and prosperity. Their goal is to make a difference.