--- title: Tell Me A Story description: I've become even more aware of just how rare businesses tell stories, and how little time they spend articulating their story. --- ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner # Tell Me A Story [ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff) Aug 21, 2009 9:12:21 AM I was struck by an excerpt from a [Don Hewitt](http://en.wikipedia.org/wiki/Don_Hewitt) speech he gave talking about the success formula for 60 Minutes. He said it was a formula that every [six-year old understood](https://blog.imaginellc.com/tell-it-to-me-like-ie28099m-a-six-year-old) - "Tell Me A Story." While this concept is certainly not new to me (I've been evangelizing it for years), what struck me was its simplicity and how well 60 Minutes has delivered on that philosophy for more than 40 years. I've become even more aware of just how rare businesses tell stories, and how little time they spend articulating their story. Today, I was discussing the issue with a CEO friend of mine. He tends to be more operationally-oriented than I am, and often, finds his company stuck between the investments he's made in improving the company and the acceptance he's getting from the market (as measured by revenue growth, margin growth and profit growth). My advice to him was, "The best operation doesn't win - the best story does. So if it ever comes down to a choice between investing in making the story better or investing in making the operation better, make the story better." This doesn't mean that you don't need to invest in improving your operations (YOU DO!), it just means that you should never let improving your operation get in the way of making your story better. [Inbound Marketing](https://www.liftenablement.com/blog/topic/inbound-marketing), [B2B Sales Strategy](https://www.liftenablement.com/blog/topic/b2b-sales-strategy), [Demand Generation](https://www.liftenablement.com/blog/topic/demand-generation) ## Read On ### [What's Your Back Story](https://www.liftenablement.com/blog/whats-your-back-story) Two years ago, I asked if your company would make a good TV show. I was reminded of this post over... [![](https://www.liftenablement.com/hs-fs/file-366712399-jpg/images/itsstorytime.jpg?width=352&name=itsstorytime.jpg) ](https://www.liftenablement.com/blog/tellastory) ### [Increasing Your Win Rate: Forget The Logic & Tell A Story](https://www.liftenablement.com/blog/tellastory) There are no boring companies – only boring stories. The key to standing out in a competitive... [![DougTwitter.png](https://www.liftenablement.com/hs-fs/hubfs/blog-files/DougTwitter.png?width=352&name=DougTwitter.png) ](https://www.liftenablement.com/blog/designing-a-better-demo-experience-to-shorten-the-sales-cycle) ### [Designing a Better Demo Experience to Shorten the Sales Cycle](https://www.liftenablement.com/blog/designing-a-better-demo-experience-to-shorten-the-sales-cycle) I recently was a part of a debate on Twitter with Brian Moseley about the role of salespeople,...