Build an ethical compass before unleashing your storytelling power

In 1994, the University of Ottawa’s William Norman Thompson argued that codified ethics guide communication to prevent public mistrust. Brands today are under similar scrutiny—any misstep can go viral and inflict lasting harm. That’s why your first task in storytelling is not writing plot lines but mapping moral terrain.

Begin by listing in plain language what your brand—and you as its voice—will never betray: truthfulness, respect for privacy, clarity in claims. Then overlay your company’s official code: privacy policies, legal mandates, social responsibility pledges. Where these align, you have sturdy pillars; where they diverge, you must negotiate a unified stance.

The final step is binding these ideals to your story playbook. Identify at least three red-line topics—exaggeration of outcomes, targeting vulnerable audiences, hidden fees—that are off-limits. Present your ethical charter to decision-makers and storytellers alike. With these guardrails in place, your brand can wield storytelling power confidently, knowing you’ll never drift into disreputable waters.

Ground your storytelling in unwavering ethical standards by drafting a shared compass that plots what you stand for and what you’ll never do. Line up your deepest values with your company’s code, then demarcate three off-limits zones. When you’ve tested these guardrails with a cross-functional team, you’ll have the confidence to tell bold, moving stories without ever risking moral drift.