Why is it so hard to tell stories about what you do? It’s not because you don’t know the story, it’s because it’s hard to choose only one.

We all have many stories. The key isn’t learning how to tell it, it’s learning which one to choose.

Whether it’s a press interview, investor pitch or brand story — telling your story is a critical part of the job. But it’s always more difficult than it seems.

• You have to be authentic: no-one likes feeling manipulated.

• Your story must be effective: you need your audience to take an action.

• The stakes have never been higher: press quotes live on the internet forever, investors need a , and customers.

You don’t need a Masterclass on “How to Tell A Story”; you tell stories every day, it’s how we think and it’s how we communicate. You already know how to tell your story, you just need it to be effective.