Oh, the endless contest to gain special attention amongst the clamour of commerce. A story (or if you will, pitch) with the power to influence and stimulate can be such a wonderful propellant for the progress of a business.

The corollary being, a story that isn’t quite connecting can really make the going difficult.

Few then are the companies that don’t think a great deal about how to keep their story current, concise and right, for it plays such a major strategic part in getting their business right.

Fortunately, business stories are the product of design, and designs can always be improved, although not always easily.

Certainly there is a wide range of things to consider when looking to better present a business both in terms of substance and style. Where does one start?

The Thinking Tools we chose to present on this site (we have others) are focused on just one part of the story’s design - but it is a seminal subject.

Each, in its own way, contributes to the articulation of your aspirations.