We started with a Shared Purpose that defines your business in a way that makes it universally relevant and engaging. You can think about the Narrative as expressing these dimensions of your purpose.  

• Differentiation: Why your approach is different than others (Path to Purpose)
• Authenticity: Why you are genuinely qualified to fulfill this purpose (DNA)
• Relationship: How you relate to others and how they relate to you (Contribution, Roles)
• Engagement: How you pull people into your orbit (Mindshift)
• Progress: How you stay aligned to your purpose and measure success (Metrics)

These all come together in final test called “Bring It On.” This is the element of your narrative that is the essence of what you are about. The thing that you know you are better at than anyone else. The dimension on which you want to compete.

The test is: If a competitor said they were going to compete with you on this thing, you would say “Bring it on!”  

• Imagine if Microsoft said, “We are going to compete by being user-friendly and having elegant design.” Apple would say “Bring it on!”
• Imagine if Dunkin Donuts said, “We are going to create more inviting environments as a Third Place.” Starbucks would say “Bring it on!”

It’s not your value proposition, although it might be related to that. Rather, your company’s “Bring It On” is the focal point of your Narrative. Try to boil it down to a phrase or saying that captures the essence of the entire thing.