Every company, organization, person has a story that conveys their purpose in the world. And in business, telling that story is one of the most important things we do. To put it another way, if you can’t tell it, you can’t sell it. Whether it’s an idea, a product, or a project, you must be clear on why it is important, what the anticipated out-come is, and why it is relevant. It’s not what we sell, it’s why we sell.
