"a clearly articulated story"

"“Storytelling is the most underrated skill,”
...
“Companies that don’t have a clearly articulated story don’t have a clear and well thought-out strategy,”
...
business books are full of advice on how to achieve objectives and goals, but they’re light on explaining the “why” questions that matter the most:
.
Why are we doing this? Why does the problem need to be solved? Why should you join this company? Why should you invest in this company? Why should you buy a product from this company? The answer to “why” is the company’s story. Horowitz told me that he believes a leader’s ability to articulate a clear and compelling vision –and to tell a story around the ‘why’—is fundamental to the task of leadership.
.
“The story must explain at a fundamental level why you exist. Why does the world need your company? Why do we need to be doing what we’re doing and why is it important?”"

Fez-me lembrar o desafio que costumo lançar aos empresários: por que é que a sua empresa existe? Qual a sua razão de ser? Em que se diferencia?

E recordo em particular o empresário que me disse que não conseguiu adormecer porque percebeu que não sabia responder à pergunta.

Trechos retirados de "'Your Story Is Your Strategy' Says VC Who Backed Facebook And Twitter"