There’s a reason so many enterprises sound so alike.
Because they use each other’s stories to the point where they become undifferentiated. Everyone has been telling the same stories for so long no one remembers where (or why) they had come from.
Using other people’s stories and not our own reduces our own distinctiveness and appeal. Even worse it kills our own truth.
Turn down the volume on other people’s stories. Cock an ear towards our own stories. Listen closely, listen deep.
These stories are what make us special. These stories are what make us true. They get to the heart of the matter without frippery or bullshit.
When we tell our true stories we tell our truth. This is what our audience seeks above all. This is what cuts through.