Once upon a time …. Was the way many a story began a long time ago. Today history is just as important but the packaging is a changing. When you tell your story you need to think about outcomes before you even begin. Multiple questions need to be answered prior to your putting words into your story. For example, how do you want to be perceived by your customers? Why are you in business? What did you see that was missing when you began your endeavor? And one final critical question-What do you want your customer to feel after you complete your story?

Now that you have answered these questions you are ready to tell your story. A couple more guidelines will help ensure you stay on the right path as you share your thinking. Stay away from details like features, benefits or even facts about your business. Make sure the story you tell actually happened and is not fictional. Make sure the tone is consistent with who you are as your reader or listener can tell when the story is coming from your heart versus your head. Plus one more little piece of advice, don’t be afraid to be vulnerable or admit mistakes as everyone will be able to relate to that openness and honesty.

Now go forward and tell one and all your unique story!