But his final point is the most important, and one we've made here many times:

Every company has a story.

When companies veer from their story (or corporate culture, vision, whatever), they can lose their way. And only by returning to their roots– or updating their story forcefully– can they return to success.

Every company hasd a story. And when you start your conversation with potential customers or consumers with your story, your chances of selling something increases exponentially.