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Forget Mission Statements. Is "Storydoing" the Key to Small Business Success?

Elisa Huang

Creating a memorable, resonant story behind your startup or business—like the well- known story behind the TOMS BOGO business model—encourages people to mentally connect your business with an action. "Storydoing" is the idea that people choose your business' unique story to make your narrative represent a part of theirs.

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