Successes start with internal storytelling
You must first have all internal information in order before you can create external value. Provide a concise story that is implemented consistently, consequentially and constantly in all communications. So let that be reflected in all expressions. Your ‘real’ story must lead a life of its own, with and by the people involved. For example, communicate how the organization contributes towards a better world, what the concrete impact is and especially, why. This must be felt by the entire company and by the outside world, the (potential and existing) customers and, moreover, the other stakeholders. ‘Inside-in’ the story must be correct, so that employees have the right information and experience to communicate this externally.