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Who do you want to become?

The story we tell our customers shapes us. In a way we hope that this story will become the way we see the world, and the world sees us.

But the story we tell has many layers. The most superficial ones talk about how we want to be perceived and seen in order to grow our business and get more customers. This is the story that sometimes we feel we need to create to stand out in a crowded and noisy market. The other story is the real one, the one that drives our decisions, the reason we’re in business, why we do what we do and who we’re doing it for.

No matter what’s reflected in the mirror, most of the time we become the story we truly believe, not the one that we want to tell.

The story we tell our customers shapes us, but we become the story we tell ourselves. There is a difference between ‘I want to be this for you so I can be relevant in the market’, and ‘I want to be this for you because it matters’.

What separates them is just one word: integrity.

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