The goal of any story is to have a reader, view or listener get the point…quickly and easily.

It doesn’t matter whether the story is the reason why we’re late for a meeting or the moral behind an Aesop Fable. Someone is telling someone else what happened.

The core idea of your said or read words needs to be self-evident.

It is no different for our business story – the first item read on a website, the take home message from a speech.

But too often businesses try to cram in two, three, four or more points – to no avail. In these cases we struggle to remember one key idea, let alone many.

Telling one story, well, is the key to having customers remember enough to repeat it.

Unearthing the One Central Truth (OCT) of your business purpose is the secret to creating you first, most important story.

Trying to brainstorm your way to your company’s OCT is a false methodology. All brainstorming does is create a fictitious story.

Only questioning, deep questioning, can reveal the single key idea on which your story can hang.

Look, deeply, at and for your One Central Truth, and your business storytelling will in turn come quickly and easily.