The Power of Story

Tim Cook on stage at the Steve Jobs Theater announcing Apple TV+.

Well thank you Apple and the Harvard Business Review for validating what we’ve been telling you here at SoCo Partners. Stories have the power to bring the unimaginable to life. The craft of showcasing the potential of your team’s genius is best demonstrated with context.

In the same way modern Western society has been shifting away from coveting “things” to “experiences,” stories drive your target market deeper into an understanding of how your product or service fits into the landscape and reveals its purpose.

“Innovation is a top priority for almost every organization. But to achieve success through innovation, companies must put as much energy and investment into marketing new offerings as they do in generating them.”

Why Innovation Needs Great Marketing, Denise Lee Yohn, HBR

The clients with the most potential to change the world have a story to tell. It is these champions who are innovating for better futures, better experiences, better designs, and a better quality of life for their prospects.

Storytelling is key to connecting your vision to the world.