Not all companies — or company stories — are the same. If they were, our marketing world would be pretty bland. The same goes for the storytellers, of which there are three main types:
1. Strategic storytellers: For them, it’s about uncovering the story that defines a company’s essence. Some call it brand strategy, but it goes further than that.
2. Performative storytellers: They’re all about helping executives deliver and teaching those leaders to better share a handful of key stories.
3. Storytelling tacticians: By far the largest category, they’re masters of phrasing, nipping and tucking messaging, and enhancing a story.