the two stories

Stop falling in love with the wrong story.

We fall in love with our company.
Our mission. Our ethics. Our big why.
But our customers? They don’t care ..... yet.

It’s only natural to want to shout about what we’ve built.
We want people to care as much as we do.
So we lead with our purpose ... and get ignored.

We need to realise customers aren’t asking: “What drives you?”
They want to know: “What’s in it for me?”

So love your purpose. Please.
But lead with their pain.
Solve their problem first.
Then invite them into your deeper story.
Because the overlap is where powerful brands live.

Are you telling your story ... or solving theirs?