Once Upon a Time: Refocus Investors on Your Company’s Story

May 1, 2020 11:38 am Published by
With so much uncertainty present, it is not surprising many are reflecting on the past. Google search interest in the word “nostalgia” jumped to the top of the index in the last week of March and has continued to bounce at a rate typically seen around the holidays.

As people reminisce fondly on social media, now is the time to refocus shareholders on your company’s purpose in the world by shining a light on meaningful moments from the past, with an eye to the future. It is a chance to strengthen the understanding of the “why” behind what your company does and then put that into a narrative framework.

Use the traditional story structure of beginning, middle and end to tell your company’s story to investors in a compelling way:

  • Origin: What was the spark that started your enterprise in the first place? Bring episodes to life with the pictures and words of the people at the heart of the effort. Mold a story around an early performance milestone or community engagement. Focus on how your team overcame challenges to make it happen, and the difference it made for your customers.
  • Now: Your company’s history forged its scope and present-day identity. Show how experience has led to serving a broad audience of stakeholders, including investors. What are your Environmental, Social and Governance (ESG) practices that show true commitment to Corporate Social Responsibility (CSR)? If there are examples of how your firm or staff are responding to the COVID-19 crisis, include with sensitivity and humility.
  • Future: Your senior team has a unique plan tailored for a better tomorrow. How have your company’s early values matured to match the world we live in today? Connect these principles with a strategic vision that inspires confidence in your company’s direction.

These pieces can be combined into a story that can be delivered as a standalone piece or a series of blogs and videos. There is an appetite right now for content that conveys security about the future.

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