Why Telling a Bigger Story Makes Your Strategy A Celebration of the Human Spirit

Let’s face it: in the world of strategy, numbers, forecasts, and product roadmaps can only get you so far. Yes, these elements are critical—they keep the lights on and the revenues flowing. But ask yourself: Is that really what gets your team jumping out of bed in the morning? More often than not, the most effective strategies come wrapped in a bigger, more inspiring narrative. It’s a story that gives people something to believe in, something that feels bigger than quarterly goals and financial targets.

What’s behind the Big Story? Consider Apple. For decades, Apple’s strategies have revolved around products that are innovative, sleek, and user-friendly. But underneath that commercial strategy is a deeper purpose: Apple aims to “empower creativity” and put the ability to create and express oneself in everyone’s hands. That’s a much more alluring vision than just “make more cool gadgets,” right?

Pixar follows a similar pattern. Sure, their business is making animated films that do extraordinarily well at the box office. But have you noticed how they frame their mission? Pixar doesn’t simply say, “We make blockbuster animations.” Instead, they talk about crafting stories that emotionally resonate—celebrations of the human spirit that stay with you long after the credits roll. Their grand narrative is about storytelling itself, not just feature-length cartoons.

Then there’s Tesla. Underneath all the headlines about electric vehicles and stock valuations, what’s really driving them? They’re not simply in the business of selling cars; they’re driving forward a civilization-building mission—taking us to Mars, championing sustainable energy, and trying to reshape our entire approach to transportation. It’s that grand vision, that epic backdrop, that’s helped Tesla stand out in a fiercely competitive market.

Why does a bigger story matter? When your strategy is anchored to a grand narrative, you’re giving people a reason to care that goes far beyond short-term incentives. Think about your own organisation. What’s the real reason it exists? What’s the ultimate change you want to see in the world? Is your strategy a stepping stone to a future that’s fundamentally better, brighter, or more meaningful?

When you find and articulate that “bigger story,” you get a few added perks:

1. Employee engagement: People want to feel like they’re part of something important. A grand narrative can inspire your team to do their best work—work that doesn’t just meet KPIs, but moves the needle on something that matters.
2. Customer loyalty: Customers increasingly gravitate toward brands with a purpose. When your strategy aligns with a vision that your audience finds inspiring, you’re not just selling products—you’re inviting them to join a movement.
3. Competitive differentiation: In crowded markets, a compelling story can set you apart. Anyone can say “we’re better, faster, cheaper.” Not everyone can say, “We’re here to reshape how humanity communicates” and actually back it up.

Asking the right questions If you’re nodding along, but not sure how to put this into practice, start by asking yourself:

• What would the world lose if our company ceased to exist?
• What human story are we ultimately enabling?
• How can we frame our strategic goals in a way that contributes to a bigger, more meaningful narrative?

These questions are great starting points for reframing your strategy. If you’re honest in answering them, you’ll uncover the heart of your brand’s story—and a strategic advantage you might not have realised you had.

Moving forward Is it easy to shift your thinking from “selling products” to “advancing a grand vision”? Not always. But if companies like Apple, Pixar, and Tesla have shown us anything, it’s that the investment pays off. It’s not just about making money—it’s about giving people a reason to believe in what you’re doing, from the engineers designing your products to the customers sharing your story with their friends.

So, how will you tell your bigger story? The moment you find it—and align your strategy to it—you’ve taken a vital step toward making your organisation’s efforts truly unstoppable.