Yes, it is true! Your story is the commodity!
Look around and observe the noise everyone is making. The narrative they are setting. The picture they are painting. Observe their pitch, which often gets you over the hook. Note how over time, their story gets more interesting too.
We hear how the immigrant overcame discrimination and fulfilled his dreams. We hear how someone fought for a noble cause. Similarly, how someone overcomes resistance and gains valuable promotion. And others overcome mental illness, abuse, and childhood trauma to put a dent in the universe!
It seems like every second person is a victim and a superstar!
So, why is it essential to know?
As an executive, you are consuming a tremendous number of stories every day. The world around you is getting noisier and noisier. Ultimately, you are responsible for vetting the genuine story and buying from the people and companies you can trust.