When we’re having problems articulating our story or making ideas resonate it’s often because we’re afraid of putting a stake in the ground. It seems safer to hedge our bets and easier to be more things to more people, than to commit to choosing who to matter to.

When you narrow your focus and stake your claim to a category or an idea, you must decide who you want to serve and how to matter to only those people. This in turn, helps you to get better at telling your story.

If you make a list of beloved brands you’ll find that they don’t hedge their bets. Spreading ideas isn’t simply a case of telling a better story, it starts with deciding exactly which story to tell.

Image by George Laoutaris.