This week I'm in Chicago attending the Million Dollar Consulting Convention, produced by consulting guru Alan Weiss.

Today's speaker, positioning expert Mark Levy, asked the audience to think about their backstory--the narrative that explains why you were born to do what you do, why your personal work is so important to who you are.

It occurs to me that organizations, like individuals, have their own backstories. 

Those brands that have done a great job effectively positioning themselves have also developed a narrative that explains how they got  here and what makes them so passionate about their business or cause. They share these stories with their employees, their customers and their partners and they become embedded in our image and perception. Think Apple and Nordstroms, the Red Cross and Habitat for Humanity.

Why are you inherently the right solution for your customers? What makes you the brand that will resonate emotionally with your audience?

What's your backstory?

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