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The Entrepreneurial Agenda by Robb Mandelbaum
Recent Entries
May 6, 2007
Telling a Good Story
Posted by Michele Miller at 4:41 PM
You may have the greatest company in the world. But if you don't know how to convey that to customers, you may as well not exist.
Every entrepreneur believes his or her business is remarkable. As I work with clients to uncover and determine brand strategies, they're always very eager to tell me about how special their business is. Most of the time, I reply by saying, "You're right. You definitely have something unique to offer, and have a good operations system in place to deliver what you promise to customers."
"Then why," they ask, "are we struggling just to stay even, let alone grow?"
"Perhaps," I respond, "you're not telling a good enough story."
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