Here we are tackling chapter six of Paul Furiga's book, Finding Your Capital S Story." You need to know the answers to these questions before you can create your story. 

1. What is your organization's purpose?
2. What is the market demand for what your company does?
3. What competitive position distinguishes you from your competitors? What really sets you apart?
4. Who is your client? It's not everyone. AND where are they?  What communication channels do you use to sell your purpose or unique position? 
5. What is your call to action? Don't leave us flat. 

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Listen to this episode and catch the previous ones in this series:

• Storytelling isn’t crap, it’s biology.
• Carl, Joe, the Monomyth, and Déjà vu
• Learn How to Tell Stories From Wanamaker and The Three Tenors
• Regularly Adjust Your Company’s Story to Stay Relevant and Interesting
• When you stray from your archetype your story falls apart