Don't forget your team.

As founders, we focus on crafting compelling stories that connect with our customers, empathizing with their pain and offering the solution they need.

But have you ever nailed the perfect story for your customers and overlooked the story for the team responsible for delivering on that vision?

I learned this lesson early on. I had meticulously crafted story scripts that perfectly positioned our new service for customers, but I realized I hadn’t built a clear and motivating story for the team that had to bring that service to life.

As leaders, we must create two powerful stories:

→ One for our customers that resonates with their challenges and aspirations.

→ One for our team that energizes and guides them to execute that vision effectively.

Both are equally important—and both are felt by your customers.

→ When your team is connected to the story, your customers feel it.

→ When they’re not, your customers feel that too.

Your vision needs to inspire multiple audiences: customers, employees, and maybe even investors. While the stories may differ, they all need to align with your vision as the driving force.

Here’s how you can tell a compelling story for each group:

→ Meet them where they are

 Understand their perspective

 Empathize with their needs

  Make a Connection to them

→ Take them on a journey

 Get them excited about the outcome

 Resonate with the before and after

  Get them excited about their role in achieving it.

At the intersection of these stories, a shared vision emerges—one that unites both your customers and your team.

Everyone will feel it!

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