It’s no secret that a person who talks endlessly about themselves is a bore. For years, businesses have been guilty of this “look at me” approach when it comes to positioning and messaging. Mission statements, inward value manifestos and the overuse of self-serving superlatives result in a dead end of unfocused and uninspiring brand messaging.
But the use of narrative in marketing is quietly and slowly gaining traction. While storytelling has helped move the needle away from traditional messaging approaches, narrative addresses the more strategic role industry vision and leadership play in the growth and success of an organization.