Tell the Story—Why Your Organization Exists, and Why It Matters

Organizations, whether it’s a business, a family, or even a club, run on more than rules and objectives—they run on a story. When things are going well, it’s easy to assume everyone knows why they're there. But when times get tough, the story provides the anchor and the rallying cry. Without it, people drift, motivation erodes, and confusion spreads.

History shows that the most united teams and successful companies have compelling stories, not just catchy slogans. These stories answer, ‘Why should we show up? Why does our effort matter?’ In practice, this could be the difference between a news headline that says, ‘We lost, but our invention will help millions in the future,’ and one that quietly annnounces a failed product release with no sense of mission.

Behavioral psychologists note that narratives sustain effort beyond short-term rewards. In moments of setback, retelling your organization’s story re-energizes commitment and clarifies decisions—especially when you need to make unpopular calls.

Take twenty minutes to write out a real story about why your group exists and who it helps. Share it at your next meeting or get-together; ask people if it resonates or feels like jargon. Use their input to adjust the story so it feels true, not forced. Let it guide your next tough call—refer back to the story and ask, ‘Does this help us become who we want to be?’ Try this narrative approach today, and watch how purpose and unity grow.