A good story is obvious…once you see it

The best stories appear effortless.

Whether it is someone spinning a yarn, telling you in less than 10 seconds why you should be interested in what they’re selling, or the first thing read on a website, a good story captivates us.

As Lisa Cron outlines in her book ‘Wired for Story’, our brains crave a narrative from every story we encounter.

We are curious creatures, and a good story ignites our brain’s hardwired desire to learn what happens next.

What seems obvious when someone tells a good business story – is evidence after the fact.

Getting to a clear, desirable and distinctive story about yourself however, is a real challenge.

You have to know, really know, what problem it is you’re solving, and how your product or service is the answer.

To find that story you have to question yourself, and question again. This deep questioning unearths one central truth about what you offer.

Constructing a what and why statement about yourself is then immensely easier – you understand what it is you’re trying to reflect through story, about your business.

And then, the story seems obvious – which in itself is a measure of success.