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As the leader of your business you need to be able to tell stories every day: stories to investors, stories to customers, to employees, to potential employees. Your ability to convince anyone to do what you are asking is directly related to your ability to paint a picture as to why it’s a relevant proposition for him or her. Over and over again, we see leaders crafting stories that don’t convert, don’t resonate and in some cases do damage.
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In this video we talk about what words you cannot omit from a meaningful purpose statement or story.