Define the story worth telling

For a narrative to improve reputation, it should tell stories in three areas:

• What we do well
• What competitors don’t do as well
• What our audiences care about

To find answers and put the narrative in motion:

• Identify which stakeholders to involve at each stage of the narrative development process.
• Invite colleagues with the skills and authority to manage the narrative process from start to finish.
• Invite leaders to describe their vision, strategy, and priorities. Ask for specific stories, examples and proof points.