If you came face-to-face with the Grim Reaper do you think he knows his purpose? More importantly, would you even question what he’s there to do?

For purpose-driven organizations it is essential that their entire audience is crystal clear with their purpose. No ambiguity.

The only way for you to achieve that level of clarity is to tell them what your purpose is and how they will experience it when they engage you. The most effective method is to encase that explanation in a story. People remember the details of a story more than a list of facts and statements.

Big brands don’t just stick a product in your face, they are very deliberate in how they communicate to their audience, so should you be. Frame your purpose with the right story to have the desired impact.

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