The Anatomy of a Compelling Company Story

Every company has a story. Some are exciting like Virgin’s, some tug at your heart like Tom’s shoes, and others are more utilitarian (important note: confusing “utilitarian” for “boring” is usually a mistake). The most successful companies spend time finding their niche in our world – following market trends while looking beneath the surface of their product or service to uncover the true value of what they offer and why consumers should care.

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