Stories cut through

Stories rein in lazy ways of talking, whether they come from a long history or straight out of the R&D lab. They lead conversations back to things that, at the end of the day matter: results and outcomes.

Established companies often suffer from bad habits. Acronyms and product names creep into conversations, never mind if they don’t make sense to customers and newcomers.  

Equally, new companies – especially in technology companies – struggle in the early days when validation is underway. They need a coherent, appealing way of describing the impact of their technology and its points of difference that can keep pace with commercial evolution.