Storytelling, Psychology & Messaging

Storytelling and messaging for a complex company is the work of building one truthful story that investors, buyers, partners and employees understand, remember and act on. People act on what they understand, remember and trust. This subject starts with the six stories of the Story System, Origin, Purpose, Vision, Customer, Product and Impact, and how each does a different job. The pieces then look at why climate messaging often fails, what the neuroscience of storytelling supports, why sustainability claims rarely carry a sale alone and what 94 founders teach about origin stories.

Several pieces deal with the space between technology and product, the line between founder story and company story at ERS and Eeden, and keeping one position steady in rooms that want different things. The standard throughout is evidence. A story can make a true case easier to follow. It cannot stand in for proof, and the pieces here show where that line sits.

Start with the six stories, then read why climate messaging fails and what the neuroscience of storytelling supports.