While it doesn’t have to begin with “Once upon a time,” the story of your business does have to begin somewhere. We have a tenancy to try and tell our story in a way that would make someone want to work with us. This in my opinion is one of the worst things you could ever do in your company journey. When you tell a story for the sake of growth and sales, you will eliminate the key element that will really attract people – passion.
You are an entrepreneur. You have made the decision to do what it is that you are doing because you are passionate about it. Share that passion. Tell the world why you absolutely love what you are doing. When I tell the story of my business, I imagine I’m not doing it for financial gain. If I didn’t have to be paid for the work that I do, would I still do it, firstly, and secondly, why? That “why” should be the majority share of your company story.
Be true to your integrity and don’t try to impress but rather inspire.