A core narrative is a compelling story that puts your company strategy into action. In the same way that a CEO hammers out her strategy to own the market, she needs to articulate the story that will engage the market: attract talent, interest customers, and compel investors.

Without a strong core narrative, your teams lack a north star, subjecting them to decisions based on fear: product roadmaps driven solely by customer complaints, websites written just to hit every SEO keyword, sales teams wasting all their time responding to every RFP under the sun. Fear comes from lack of focus. Focus comes from clarity. And clarity comes from a compelling core narrative.