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The right story for you

Effective positioning tells a story that distinguishes you from competitors.

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People want to do business with companies they respect.

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Organizations with the best reputations attract
the best talent, partners and customers.

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Good reputations are stories about superior behavior. And what many of these stories have in common is that the companies have traded short-term profits for visionary success.

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Consider Boeing’s willingness to bet all on its fuel-efficient Dreamliner. Or Tesla Motors’ readiness to roll the dice on electric luxury cars. Or Apple’s investment in trend-setting industrial design.


These companies represent more than financial success. They have transformed industries. As a result, they continue to attract investors, customers and partners. And, largely because of their compelling stories, they are far more immune to blowback during difficult times.