Your potential customers live in a noisy world, so your company needs to build a concise story that will penetrate all of the clamor and actually reachyour consumer base. This means condensing the major points of your company into two consumable bits: your company story and your founder story. Having both and keeping them distinguishable from one another is really important for ensuring that neither overshadows the other, but together will create leverage for a great brand story.

The 2 components of an effective company story:

1. The myth of your brand. Describe what it is about your brand that is spectacular and illuminate the ideal long-term impact of your brand on the market.
2. The literal description. What your company is tangibly offering...