Story Driven: You don't need to compete when you know who you are
Research undertaken at the University of Southern California found that 87 percent of millennials base their purchasing decisions on companies’ corporate and social responsibility policies.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
creating an impact.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
When a business strives to be ‘the industry leader’, the bottom line gets in the way of putting customers first. It’s hard to build a product or deliver a service you’re proud of when you are focused on winning.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
Whether it’s articulated or not, every business is driven by one of two philosophies. A company is either competition-driven or story-driven.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
One of Airbnb’s co-founders, Brian Chesky, went one step further and lived entirely in Airbnb properties for several years, describing it as the best way to ‘take the pulse’ of the company.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
Having a story-driven strategy enables you to adapt in times of change because you understand that your story is bigger than the scene that’s playing out in the moment.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
PURPOSE: Why we exist
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
What was your first job and what valuable lessons did you learn there?
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
In contrast, the story-driven company is responsive to customers and prioritises having a clear sense of purpose and identity.