Getting to the nub of what problem your business solves can be a challenge.

While we do many things, sooner rather than later, we have to highlight one thing to sit at the top of our story pyramid.

Brainstorming your way to One Central Truth of what your story should be is essentially impossible.

Brainstorming takes you down wrong paths, ends up in cul-de-sacs as explained here.

Questions, and more questions, act as the filter to reveal the ‘innerness’ of a business though.

Repeatedly being asked (by an intelligently naive colleague not directly connected to the business) unearths a what and why. Brainstorming doesn’t work, as this Harvard Business Review article explains.

The words to describe what is your One Central Truth may need massaging – metaphors are wonderful in this regard – and ‘playing’ with.

It may also require two or three goes to get there…both to unearth your One Central Truth, and your Million Dollar Message.

But persevere.

We crave story and simplicity – getting them right is hitting the bullseye with a single dart.