Why are some organizations so attractive?

They don’t treat people as an audience.

They make them participants.

How do you do that?

Instead of telling a story about your product only, which is focused on serving shareholders only, tell a story about how you can help everyone.

You could build a strategic narrative that focuses on the contribution that your business brings to society.

If you can craft a narrative about how everybody can benefit from what you do, then everybody will want you to succeed.

They will want to participate.

This idea is still a work in progress. But I know that there is something there.