What does the first rule of carpentry have to do with the business of storytelling? Quite a lot. As I was walking through the office today the smell of sawdust reminded me of an important, but simple, principle that all business storytellers should remember.

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Haley Boehning, Co-Founder and Principal of Storyforge, believe there’s a fundamental disconnect between how we build + market our businesses and what our customers, employees and stakeholders truly care about. The world’s most loved and most profitable companies have figured this out, and she’s spent years studying how and why.