You need a great story to build a great company. And great stories are unwaveringly TRUE. No one embodies this principle more fully than Scott Harrison, founder of Charity: Water. A master storyteller, Scott built his nonprofit on 3 radical principles: (1) 100% of donations would go to water projects (not overhead) (2) Progress reports would be utterly transparent, sharing victories, defeats and even GPS coordinates of water wells (3) The brand’s storytelling would lead with hope instead of guilt, inspiring joyful participation without sacrificing honesty. Cameo appearance: Jonathan Gottschall (fellow at Washington & Jefferson College & author).