Take People on the Journey With You
A few weeks ago, my longtime friend Elizabeth Arnsdorf Patterson shared something that immediately went into my praise pile:
“I send that newsletter to people all the time.”
She was referring to one of the very first newsletters I wrote nearly a decade ago. After thanking her I pulled up that newsletter. And you know what? The message still holds up. Whether you’re building a company or building your next chapter, here’s a truth that doesn’t change:
When you’re doing something big — orchestrating a FROM → TO shift, launching a new product, or going after a new career opportunity — you’re starting a journey. You’ll get to your destination faster – and have more fun – when you take people on the journey with you, sharing where you’re going and why.
Why This Matters
People follow stories as much as they follow leaders — maybe even more so.
That applies to brands. And it applies to humans.
As a coach, I get to hear a lot of stories — and help shape better ones. When someone shares their story with me, I’m listening for certain markers. Like a poker player’s “tell,” these markers often point to opportunities for improvement.
The Common Trap: What I Usually Hear
Most business stories lead with three things:
We have the best product.
We have great customers.
We provide awesome service.
Having a solid product, real customers, and a reputation for great service are all important. However, in a crowded market – and at this point, what market isn’t crowded? – your competitors will often claim these same three capabilities.
Most personal stories lean hard on what I call “LinkedIn speak” — accomplished, proven, results-driven visionary — and up sounding like everyone else.
Remember: when you sound like everyone else, you disappear into the noise. You’ll sound like the teacher from Charlie Brown.
“Wah. Wah. Wah.”
The Better Way: What I Rarely Hear
Here’s what makes a story stand out — whether you're telling it as a brand or as an individual:
Our (my) mission is…
Our (my) point of view is…
The outcomes we (I) deliver are…
Your Mission = The Why
Too many mission statements are vague, forgettable word salads. They don’t move people. They don’t inspire someone to say, “tell me more.”
Your mission statement needs to be short, memorable, and definitive. It’s the heart of your journey, the reason you’re on the path you’ve chosen. It should be a single, simple statement that captures your aspirational destination, one that can be repeated by every person at your company.
It’s the heart of your journey. The “why” behind everything.
Same goes if you’re crafting your personal mission. Is it in your voice? Do you light up when you tell it? Would someone else want to introduce you that way?
You’ll find my mission in the closing salutation of every newsletter I write: Be a light. I love shining a light on what’s possible when someone feels stuck. I love helping people find clarity when everything feels uncertain. And I really love being an energy that sparks energy.
Your Point of View = The Compass
How do you describe your market? Where is it going? Why should people care today? Why should they care in the future? What expertise provides the basis for your authority in your market? These questions—and more—form the basis of your company’s Point of View.
If your mission is the destination, your Point of View is the compass that shows the way.
For your company to stand out, everyone in your company needs to “tell and sell” the same story consistently, time after time. Your Point of View should enable your team to sum up your story in a 30-second elevator pitch while arming your team with the key details behind the story.
When you’re developing your personal point of view, zero in on what you really want to do. This sounds easy, but most people actually have a hard time identifying what they really want to do. Here’s one of my favorite ways to help clients with that question. I have them take the CliftonStrengths assessment, then I ask them to share a story when one of their strengths got to come out and play. That’s when what they really love to do shows up — and I can see it in their face.
Here’s my Point of View on why the work I do is so needed: We live in an extraordinarily overwhelming time. It’s easy to get swept up in the feeling of overwhelm and the unhelpful stories we create around it. What I’ve experienced in my work with clients, and in my own journey, is that even in the most overwhelming situation there is always a way forward.
How to Connect to Outcomes
There are only five outcomes that every executive (or hiring manager) cares about:
Increasing revenues
Lowering costs
Mitigating risks
Keeping customers and partners happy
Engaging employees
Why those five? 99% of the time an executive’s compensation is connected to one or more of those outcomes. Read the letter to shareholders in any annual report and I guarantee you’ll spot key initiatives tied to that list. (Pro tip: leverage your favorite AI resource to help you analyze prospective customer – or employer – information to identify potential outcomes you can connect to.)
If you want to connect and win, connect here.
You Can Strengthen Your Story Today
You don’t need a five-year plan or a team of consultants* to get started.
Pick one of the three — mission, POV, or outcomes — and give it a tune-up. Because if you’re not taking people on the journey with you, you might be leaving them behind.
*If you are looking for a resource to jump in your corner and jam on your story, just reach out.