Insights
Most companies begin by talking about themselves. Their products. Their services. Their history.
It's understandable. Those are the things they know best.
But customers aren't trying to understand your company. They're trying to understand their own problem. If your story begins with you, you've already asked them to care before you've given them a reason to.
The strongest stories begin with the tension that made the company necessary. Only then does the company enter the conversation, not as the hero, but as the answer.
People care less about where your company began than why it needed to exist.
