Every business has a story to tell. But how do you find that story?

My first job out of college was in marketing for a small educational publishing company in Iowa City. The company’s founder, Doug, was a true character—an entrepreneurial self-made millionaire who collected fine art but insisted on mowing the business’s lawn himself, often in a suit and tie. Before hiring writers, he personally wrote the company’s workbooks, using different pens named for various writer personas—because, in his mind, he was all of them. His Halloween costumes were legendary, once even suspending himself from the rafters as a Calder mobile.

Small businesses are a great place to grow as a marketer. I wrote catalog copy, developed direct mail campaigns, and launched the company’s first e-commerce site. But, one of my most valuable experiences was finding and sharing the company’s story.

Like any company founded by a character like Doug, this business had personality. In the early days, when he handled everything—including the marketing—that character shined through. But as the company grew, that distinct voice faded, and we started looking like every other educational publisher. My job was to bring the story back. I did this by sitting down with Doug and getting it out of his head and into our brand. Luckily, he wasn’t dressed in one of his Halloween costumes (below).

This wasn’t just his founder’s story. It was the deeper reason why the company existed. I asked him what had made him say the classic entrepreneurial phrase: There’s got to be a better way!

At the time, states were implementing standards-based tests, and teachers were overwhelmed—more to do, fewer resources, and higher stakes if students fell short. Doug saw an opportunity: create workbooks and practice tests aligned with state assessments to make teachers’ lives easier. That was the company’s core story.

This simple core story identifies:

• The hero (your customer, not you)
• Their goals and challenges
• The mentor who guides them (your brand)
• The successful outcome with your help

Your core story is the fuel that powers everything you do, from simple product copy to full-scale marketing campaigns. But like any valuable resource, it isn’t just sitting on the surface—you have to dig for it.

Unearthing your organization’s core story takes patience and persistence. You have to sift through the layers, uncovering what truly matters. So grab your tools and start digging.

Story Strategies at Work

[Strategies from this story that you can you apply in your work]

• “Digging Deep with Doug” is a teaching story—one of the five essential stories leaders need to tell. I’m sharing it here to help you unearth another type of story—your organization’s core story.
• A brand’s core story follows the Hero’s Journey, popularized by Joseph Campbell. Here’s a quick 3-minute explainer.
• Your organization isn’t the hero—your customer is. More on this.
• You don’t need founder access to uncover your core story. Talk to leadership, sales, and customer service teams—they hear the customer’s voice daily. Ask questions and listen.
• Ask the right questions. Go beyond “What did you do?” to “Why did you do it?” Deeper questions reveal richer insights.
• Character counts. Don’t just rely on demographics—understand what makes your customers tick. Instead of dry stats, use vivid details. Example: Rather than listing Doug’s background, I told you he was a millionaire who mowed his lawn in a suit.