'Shaping The Future' By taking A Narrative Driven Approach To Content Production

'Shaping The Future' By taking A Narrative Driven Approach To Content Production

Everyone of us has an origin story of how we came to see the world as we do. Anthropologist and best-selling author Simon Sinek reminds us to “start with why.” Celebrate the extraordinary within your origin story.

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When crafting compelling personal or business narratives, its important to distinguish between stories of the past (origin stories), the present (based on the impact of your work and current situation), and the future (visionary stories). Each type of story serves a distinct purpose, and collectively, they can powerfully articulate the journey, impact, and aspirations of an individual, brand or organisation.

Here's how to differentiate and harness the power of each:

1. Origin Stories

Power of Origin Stories:

Origin stories explain our history, where we came from, what inspired us at a younger age. They define the roots of a business or individual. They explain what influenced us, the challenges we overcome and how this influenced or shaped why we do what we do today.

'ANDYSMANCLUB' is a men’s suicide prevention charity, offering free online and face to face support groups across the UK.  By encouraging survivors to share their experiences, the charity aims to end the stigma surrounding men’s mental health and help men through the power of stories.

What are some of the most defining moments in your life?

We often forget to connect the dots about where we come from and how our early experiences motivate us and shape how we see the world.

You could spend a lifetime decoding the tea leaves of your past. The key is to simply celebrate the gifts of your origins. The struggles and challenges you have faced and have overcome. Perhaps you are still overcoming them... this is part of what makes your journey unique. There is power in your past. In fact, the greatest source of untapped power is the part of your story that is unreconciled. Try to make friends with the twists and turns. No story is ever a straight line.

These stories often highlight humble beginnings, moments of inspiration, or pivotal challenges that led to the founding or transformation of the entity.


  • Establish credibility and authenticity.
  • Connect on an emotional level by sharing struggles and triumphs.
  • Illustrate the core values and mission that shaped your business.
  • Convey your vision/perspective/personal ethos, if and how this evolved over time.


For a company like Apple, the origin story might focus on Steve Jobs and Steve Wozniak's initial vision to create user-friendly computers, starting in a garage, which underpins the company’s innovative spirit.

2. Impact Stories (present day)

Power of Impact Stories:

These narratives are vital for showing your relevance and effectiveness. They focus on recent achievements, current projects, or the active role you play in solving society's problems or customer/client challenges. These stories illustrate the ongoing commitment to making a difference, the values you stand for and the tangible impact being made.


  • Show the need for change, give an insight into your perspective and approach.
  • Highlight recent successes- from your employees, leadership team, partners, customers or clients perspective.
  • Ongoing projects that solve real-world problems -from a practical/operational perspective.
  • Reinforce brand relevance, reliability and thought leadership.


A current impact story for a company like Tesla could focus on its latest advancements in battery technology and how they are improving energy efficiency and vehicle performance, reinforcing its commitment to sustainability.

3. Visionary Stories (Future)

Power of Visionary Stories:

Visionary stories are all about what’s next. They are aspirational, aiming to inspire audiences, painting a picture of what the future could look like. These stories build on the foundation already established, projecting into future possibilities, innovations, or expansions. They’re essential for drawing in stakeholders who want to invest in what your company is planning next.


  • Inspire and engage by showcasing the aspirations and goals for the future.
  • Attract best in class talent to join your company as you enter the next phase of growth.
  • Secure future investment by demonstrating forward-thinking and innovative plans.
  • Create a narrative momentum that builds anticipation and excitement for what’s coming next.


For a company like Airbnb, a visionary story might involve how they plan to revolutionise global travel experiences through new technologies or services that enhance cultural exchange and personal connection.

Integrating these Three Story Types

Effectively integrating these three types of stories requires a cohesive narrative that flows logically from one to the other. Start with the origin story to establish roots and values, proceed with current impact stories to demonstrate ongoing commitment and relevance, and conclude with visionary stories that promise growth and innovation.

This narrative structure will engage the audience on multiple levels, while building a comprehensive picture of the journey you're on.

Show humility by being honest about the challenges you're facing and your commitment to overcoming them and providing the best quality service.

This approach ensures that the narrative captures the complete essence of your personal or brand vision/mission. This helps to make a compelling case to the audience, whether they are customers, investors, or broader stakeholders, helping them see not just where the brand has come from, but crucially, where it's headed.

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