Companies define themselves by what they do, not who they are.
But prospective hires, customers and investors make decisions
based on your reputation, not your products.
Consider how different audiences assess a hospital’s reputation:
- Physicians want to know how good the staff is.
- Cancer patients want to know its success rate with oncology cases.
- Patients’ families want to know its patient safety scores.
To reach a specific audience, your story must deliver information it needs to hear. This makes you relevant and attracts attention. For our viewpoint on overcoming challenges, pick a situation: