Creating clear messages across sales, marketing and Pr.
An introduction to messaging, that brings together brand, leadership and thought-leadership, to work…
Pillar 02 · Strategy
Company Story
One clear, consistent story your whole business can tell.
One clear, consistent story: what the organisation stands for, what makes it different, and the proof behind it. The single source of message truth every other pillar draws on.
Company Story answers a single question: what does this organisation stand for, and what is the one consistent story behind everything it says? It is the single source of message truth that every other pillar draws on.
It is built on a proven framework for defining a business’s vision, borrowing the three messaging primitives that matter most for communications: the mission, the three things that make the business genuinely unique, and the values that guide how it behaves.
The discipline is precision and proof. “The leading provider of X” says nothing and is claimed by everyone. Values as wallpaper, abstract nouns such as integrity and excellence, do not shape behaviour, tone, or coverage. Messaging the team itself does not believe or use will not survive contact with a journalist or a customer.
The framework it draws on is the Entrepreneurial Operating System, from Gino Wickman’s book Traction, so the messaging sits on the same foundations a growth business already uses to run itself.
The 3 Uniques test
- True
- The business actually does this, demonstrably.
- Provable
- There is data, a case study, or evidence behind it.
- Distinctive
- A direct competitor could not honestly claim the same thing.
- The power is in the combination
- A unique that any competitor could equally assert is not a unique. Few rivals will match all three at once.
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