Having a clear story is important for any business.

It defines your purpose, guides decision-making and helps you connect with clients and employees. 

However it’s not enough to have one story, you should have two stories, your own story and your firm’s story.

This is what it means to have your own story. This is why you are running a business and what you want to do. You have to be honest about that.

Is it that you want to grow a business to sell in five to 10 years? Gear your business to do that and understand what that needs to look like to be able to deliver it.