Pete Carroll and Jim Harbaugh had a fairly famous confrontation after a game as the respective coaches of USC and Stanford.  Pete Carroll’s question to Harbaugh was “What’s your story?!”

And it’s an important question for any venture or business.  And one that is critical in a media & brand landscape that is becoming more complicated and diverse.  A good story energizes employees, audiences, accelerates growth, increases profitability and attracts talent.

To really understand your story, there are really only three basic things you need to know.

Who is your most valuable audience?

What is the Simple Human Truth that differentiates you?

And what is the simplest way to communicate your Simple Human Truth to your most valuable audience?

It’s the key to successful brand storytelling, and the essence of successful endeavors. If you don’t know your story, you don’t know what you stand for.  And as my Dad used to say, “If you don’t know what you stand for, you’ll fall for anything.”

So, “what’s your story?”