Last week I talked about the power of stories and how to structure engaging stories to capture the heart and minds of the recipients. As far back as our ancient ancestors, the way in which we communicate is through stories, in fact meaningful communication can only happen through the creation of messages through stories. So, it makes sense that we apply the same concept when it comes to communicating the greater meaning of our business. Every business has a story to tell, and for it to be engaging and meaningful, it needs to get the emotional buy-in of the people hearing the story, it needs to take the recipient on a journey. The business world is full of well-meaning but boring and uninspiring mission statements. No matter how much thought and passion has gone into creating a mission statement, it just doesn’t capture the attention of recipients as well as a story does. ..