Mining for Marketable Stories: A Field Guide

Why Stories Matter More Than Ever

Your brand is sitting on a treasure trove of untold stories. But how do you find the ones that matter? The ones that resonate? The ones that move people to act?

Stories aren’t just marketing fluff. They’re how we connect, inspire, and build trust. They’re how organizations like yours prove their impact and rally support. But for many, the biggest challenge isn’t sharing a story—it’s figuring out where to start. This guide will help you uncover and shape stories that align with your values, reflect your mission, and drive results.

Why Every Organization Has Stories Worth Telling

Think your organization doesn’t have stories? Think again.

Whether you’re a small nonprofit or a growing business, stories are already woven into the fabric of what you do. They’re in your founding moments, your victories, and even your challenges. Here are just a few types of stories you might be sitting on:

Origin Stories: How did you start, and why?

Transformation Stories: Who have you helped, and how have they changed?

People Stories: Who’s behind the scenes? Who’s on the front lines?

Milestone Stories: What are the moments that defined your journey?

You don’t need to invent anything. You just need to dig a little deeper.

Use Your Values as a Compass

Your values are the heart of your organization—and the best stories come straight from the heart. By using your values as a guide, you’ll find the stories that truly matter—not just to you, but to the people you want to reach.

How to Create a Story Rubric Using Vision and Values

Here’s how to uncover and evaluate your stories through the lens of your organization’s vision and values.

Start with Your Vision Statement. Ask yourself: What are we trying to achieve in the world? For example, if your vision is to “create opportunities for underserved communities,” seek out stories of lives transformed by those opportunities.

Clarify Your Core Values. List your top values and think about how they show up in your work. For example, if “integrity” is a core value, look for a story where doing the right thing made an impact.

Ask the Big Questions. Does this story reflect your mission and values? Will it resonate emotionally with your audience? Does it show why you matter?

Tie the Story to Marketable Value. A nonprofit might highlight the story of one donor who sparked a ripple effect of giving. A small business might showcase a loyal customer who’s been with them for decades.

Three Practical Ways to Uncover Stories in Your Organization

Interview Your People. Talk to employees, clients, donors, and partners. Ask questions like: What’s a moment that stuck with you? or When have you felt most connected to our mission?

Mine Your History. Look at milestones, challenges, or achievements. For example: “The time we overcame [X challenge] to deliver [Y result].”

Pay Attention to Everyday Moments. Stories don’t have to be big to be powerful. Sometimes, a quiet act of kindness or persistence says more about your mission than grand gestures ever could.

Bringing Stories to Light with Purpose

From Story to Strategy

A great story isn’t enough—it needs to serve a purpose. Whether your goal is to attract clients, increase donations, or raise awareness, tie every story back to a tangible result.

How to Connect Stories with KPIs

For example, if your goal is to attract new clients, you might share a client’s transformation that highlights your service’s unique value. The result is a compelling narrative that inspires potential clients to take action.

When You’re Stuck, We’re Here

Sometimes, finding the right story is tough. That’s where we come in. Whether you already know what you want to share or need help discovering it, we’ll work with you to uncover and document your most powerful narratives. We’ll help you align your stories with your goals—and ensure they leave your audience moved, inspired, and ready to act.

Your Stories Are Waiting

You already have incredible stories waiting to be told. Let’s find them together. Whether they’re about the people you serve, the challenges you’ve overcome, or the difference you’re making, your stories can connect, inspire, and create change.

Ready to tell yours? Reach out to start uncovering the stories that will set your brand apart.

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