Most companies will have a stated purpose, often accompanied by a set of values. Sadly, these purpose statements remain words on a page and are very rarely communicated in an engaging way that people connect with. This includes both customers and employees, as well as potentials customers and employees.

The concept of the war for talent is not new and increasingly companies are searching for more effective ways to attract high achieving employees. Sharing a story to demonstrate the company purpose is a valuable method.

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