Every Business Is A Story

Guy Raz Newsletter – September 26, 2024

Take a look at this picture.

It’s an advertisement, of course, for Heinz ketchup.

Now almost all of you understand what this photo conveys. Probably, right away.

It takes you to a place in your mind…maybe a place of nostalgia.

It tells a story most of us have experienced.

We’ve been at a diner or a restaurant…

A piping hot plate of french fries arrives to the table.

You dunk it into a cool glug of ketchup.

And instantly, you know…

It’s not Heinz.

Its not the taste of your childhood. Of backyard barbecues and ballgames…

Because the bottle, the taste, that feeling…is so unmistakable…that we know when it’s NOT the real thing.

This is the power of a story conveyed in a single photo.

You’ve probably heard me say a version of this on How I Built This but it’s worth repeating:

Every business is a story. And every business must also be in the storytelling business.

Its what connects you and me and everyone out there to the thing you’re building or trying to present to the world.

Take this week’s episode of