What story is your business telling?

How many conversations have you been in that go something like this:

Is that our vision or our mission…?

How do we use our purpose vs our positioning…?

Isn’t our purpose just our mission by a new name…?

And on it goes.

We throw around words like purpose, vision, mission, values, behaviours, and strategy as if they’re interchangeable — or worse, as if they’re magical terms that can only be understood by a select few in the boardroom.

But for anyone trying to lead a business, and engage everyone in the journey, then this complication is doing more harm than good. Here’s the hard truth: people don’t need more words, they need clarity. And when it comes to telling the story of your business, there are only a few things they need to know.

Instead of worrying about corporate buzzwords, consider these essentials:

Why you matter

This is the heart of your story. Why do you exist? What problem are you here to solve? Not a verbose purpose statement that’s lost in vague ideals — but a clear answer to the question: Why should anyone care?

Where you’re going

Call it ambition, vision, or destination. This isn’t about flowery promises; it’s about painting a clear picture of the future your business is working to create. Make it real, specific, and meaningful enough that people want to come along for the ride.

What you are doing to get there

This is your game plan. Call it a roadmap or strategy — whatever speaks to your team. The point is to show how you’ll reach your goals with real steps, not lofty intentions. It’s about defining the moves that bring the dream down to earth.

How you’ll behave along the way

Values and behaviours aren’t just wall art. They’re about how your people interact, make decisions, and represent the company. They’re the principles that guide actions and reflect who you are, in good times and bad.

And lastly: Who you are. Call it your positioning, your competitive edge or your “only we” statement — it’s the thing that makes you, well, you!  The reason people choose you over your competition and the starting point for any brand work.

The bottom line is this: too many companies overcomplicate their narrative. They lose people in abstract terms instead of telling a story that invites people in.

So, what does a better corporate narrative look like? It’s one that’s real, concise, and tells people exactly why you matter, where you’re going, how you’ll get there, and how you’ll act along the way.

If you’re looking to cut through the clutter and craft a story that truly connects, let’s talk.