Seasoned storytellers know that great brand stories start with a solid strategic framework. This framework helps ensure that the intent of your story is well thought out. That it is relevant to those you hope to serve. That it offers real value. And that it connects with the audience in a meaningful and moving way.

A simple place to start is with a tool called the positioning statement. The positioning statement helps you document the key components of your strategy. The result is a directional narrative. …

Dan Salva

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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