Two kinds of story, one system

Storytelling does different jobs. There are two applications of story in a business, and the distinction shapes everything that follows.

Two applications

Here is the relationship between the two, and it is the most important sentence in this lesson. Internal clarity precedes external impact. You cannot craft powerful external narratives without deep internal clarity, because the story your team tells themselves is the one the world eventually hears. Get the inside right and the outside almost writes itself. Get it backwards and you produce marketing that even your own people do not believe.