Some companies are more attractive than others.
They don’t treat people as an audience.
They make people participants.
How do you do that?
Instead of making your company about your product only, make it about an opportunity that benefits everyone.
Focus on the contribution that your business brings to society.
When you build a narrative for how everybody can benefit from what you do, everybody will want you to succeed.
They will want to participate.
A story has an audience.
A narrative has participants.