Identify good tales
 | ‘How we make it’ and 4 other ways to spot a good story Why did my husband switch cognacs? Brand storytelling made him do it. |
 | Share ‘how we do it’ with this four-step process Attention to detail: It’s more than a process, it’s a craft. Tell your customers what makes your brand unique. |
 | Ask, ‘What’s your story?’ How do executive speechwriters and others find personal stories for key messages? |