The first step is to understand the context of the Narrative. Research shows that our brains think of companies not as objects but as people. Every time someone engages with your brand, they are saying: “Tell me about your yourself.”

Consider the scenario of a job interview. You have the candidate’s resume, but what really matters can’t be put on paper. You want to know what inspires them, what they are like to work with and whether they can be counted on. You want to get a sense of them as a person.

It may sound a bit strange at first, but the same is true for your company. The context of the narrative must be a human relationship, not an institutional one. People want to get a sense of your company as though it were a person.

Human relationships require reciprocity and authenticity. The Narrative should say who you are, not just what you do.