How do you tell your company's story to your stakeholders?

1 Identify your core message

Before you start writing or speaking, you need to have a clear idea of what you want to say and why. What is the main problem you solve, the benefit you provide, or the change you create? How do you do it differently or better than others? What is your vision, mission, and purpose? These are the key elements of your core message, the central theme that runs through your story and connects with your stakeholders' needs, values, and emotions.

2 Choose your story structure

A good story has a beginning, a middle, and an end. It also has a plot, a conflict, and a resolution. Depending on your goal, audience, and context, you can choose from different story structures to organize your information and create interest and suspense. For example, you can use the classic hero's journey, where you show how you overcame challenges and transformed yourself or your customers. Or you can use the inverted pyramid, where you start with the most important facts and then provide more details and background. Or you can use the sparkline, where you contrast the current situation with the desired one and show how you bridge the gap.

3 Use stories and examples

One of the best ways to make your story memorable and relatable is to use stories and examples from your own experience or your customers' testimonials. Stories and examples illustrate your points, show your impact, and evoke emotions. They also help you show rather than tell your story, which makes it more credible and engaging. When you use stories and examples, make sure they are relevant, specific, and authentic. Avoid generic or exaggerated claims that might undermine your trustworthiness.

5 Invite feedback and action

Your story is not a monologue. It's a conversation that invites feedback and action from your stakeholders. You want them to feel involved, inspired, and motivated by your story. To achieve that, you need to ask questions, solicit opinions, encourage comments, and provide calls to action. You also need to listen to their responses, address their concerns, and thank them for their support. By doing so, you can build a relationship with your stakeholders and make them part of your story.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?