This wasn’t just his founder’s story. It was the deeper reason why the company existed. I asked him what had made him say the classic entrepreneurial phrase: There’s got to be a better way!
At the time, states were implementing standards-based tests, and teachers were overwhelmed—more to do, fewer resources, and higher stakes if students fell short. Doug saw an opportunity: create workbooks and practice tests aligned with state assessments to make teachers’ lives easier. That was the company’s core story.
This simple core story identifies:
The hero (your customer, not you)
Their goals and challenges
The mentor who guides them (your brand)
The successful outcome with your help
Your core story is the fuel that powers everything you do, from simple product copy to full-scale marketing campaigns. But like any valuable resource, it isn’t just sitting on the surface—you have to dig for it.
Unearthing your organization’s core story takes patience and persistence. You have to sift through the layers, uncovering what truly matters. So grab your tools and start digging.
Story Strategies at Work
[Strategies from this story that you can you apply in your work]
A brand’s core story follows the Hero’s Journey, popularized by Joseph Campbell. Here’s a quick
3-minute explainer.
Your organization isn’t the hero—your customer is.
More on this.
You don’t need founder access to uncover your core story. Talk to leadership, sales, and customer service teams—they hear the customer’s voice daily. Ask questions and listen.
Ask the right questions. Go beyond “What did you do?” to “Why did you do it?” Deeper questions reveal richer insights.
Character counts. Don’t just rely on demographics—understand what makes your customers tick. Instead of dry stats, use vivid details. Example: Rather than listing Doug’s background, I told you he was a millionaire who mowed his lawn in a suit.
Do you know your organization’s core story? If so, does everyone else on your team? If not, use these tools to start digging for your brand’s core story.
