Humans understand and remember best through stories. The power of a good story to make a message memorable, meaningful, and impactful cannot be overstated. In your business, therefore, telling the story of your company effectively and well is crucial. This is doubly true for the Evergreen® business, whose story communicates the Purpose that drives their existence and the values that define their team, operations, goals, and culture.

In this Tugboat Institute® talk, storytelling strategist Kelly D. Parker addresses the why and the how of great storytelling. She provides us with a deep understanding of the importance of telling your story right, as well as specific strategies to employ as you tackle this important project. Most importantly, especially for the values-driven Evergreen company, she explains that the job of telling your company’s story – clearly and authentically – is not simply the job of the marketing team or even the leadership team, but rather of every person in the organization.