Story-driven companies prioritize the things that will help them achieve their goals while staying true to their values.
In developing the new Telling Your Story workshop I was inspired by this book. In it Bernadette Jiwa makes a simple case: a company is either competitor-driven or story driven.
The former seeks to dominate the market and maximize value. Their goal is to win by boosting the single bottom line and raising their status as ‘the leader’ in their category.
The story-driven company is “responsive to customers and priorities having a clear sense of purpose and identity. …The people who work there derive a deep sense of meaning from their work because they know their company exists to do more than simply make a profit. …Story-driven companies have a positive impact on their customers and society. They thrive by making the connection between their purpose and prosperity. Their goal is to make a difference.”
Book: Story Driven. You don’t need to compete when you know who you are