By Jeff Walter, Senior Editor

There is a reason you’re in the business you’re in, and it’s not just to sell products and services. This reason runs deeper than even the best mission statement you might compose. Chances are, you get a little emotional thinking about it. Your passion helped you get where you are … and it will keep motivating you to get where you still want to go.

But you didn’t reach this point on passion alone. You’ve done the legwork: the self-education, the research, the outreach, the preparation, the partnering and collaboration that are necessary to do what you do at a high level. You’ve made agonizing decisions, confronted daunting challenges, celebrated victories large and small. You quite likely have faced the challenge of selling others on your dream and your vision, be they partners or investors or employees.

It all makes for a heck of a story. How well are you telling it?

Consider that your customers, like you, are interested in more than just products and services. Perhaps they love a good story, especially one that makes them feel good about the product or service they are buying. What else might you and your organization offer them beyond overt sales-oriented marketing?

There’s the vision, the origin, the journey so far. There’s the experience: the hard-earned wisdom you’ve accrued along the way. What anecdotes and insights, old or new, might benefit your customers while helping you connect with them on a more personal level? From the organizational level to the frontline individuals who personify the team, from behind-the-scenes glimpses to inspirational customer features, there are numerous little stories to be told, even as the big story is still being written.

Blog posts, videos and other digital content that captures why you do what you do can get other people fired up about it as well. We’d welcome the opportunity to help you share your story.