Here's a great piece of Stanford thinking on the importance of 'signature' stories in shaping the way we describe brands and organizations.
Too often we try to explain what we do with lists, numbers and facts that show our breadth and depth, and as a result fail to connect broadly or deeply.
In an age where innovation and speed are prized above all else, organizations may be reluctant to look 'back' on their history for inspiration, but that's a mistake.
Data informs but stories teach and signature stories make lasting impressions that people will share.
“The development of signature stories can be a vehicle to understand what a brand or organization should stand for at its core,” wrote Stanford social psychologist Jennifer Aaker in a new article published in California Management Review. “Signature stories get beyond functional benefits by providing a perspective in which other richer concepts can have a voice.”