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Particularly with values-aligned, consumer-facing products, having a concise, compelling narrative about who you are and why you’re doing this work is not just a “nice to have” — it’s a requisite part of your product. That’s because your ability to influence people to make a purchase is directly related to what people believe about who you are — your values, ambitions, and integrity — and how closely they relate to it. People don’t buy from someone they don’t trust, and they can’t trust someone they don’t know. So you’ve got to get personal. 

People want to know:

• Who grows my food?

• Where do they grow it?

• When is it available?

• How do they do it?

• Why are they doing it?

• What makes it so amazing?

According to Whoever Tells the Best Story Wins, by Annette Simmons, some of the components of a good story are:

• Specific, personal details — People don’t want you to be perfect, they want you to be real, and that means complicated and even flawed. 
• Descriptions that include all 5 senses — This helps people imagine the scene more vividly, ‘going there’ with you in their mind’s eye. 
• Conflict or tension — This could be a time when it cost you something to stand by a value or principle you believe in, a time you succeeded against the odds or a time you thought you blew it, and it turned out to be for the best. Twists and turns help keep people engaged. 
• Brevity — Your entire story should be under 3 minutes, so you can use it often. After all, practice makes perfect!

To develop your story, first ask yourself what qualities or values are most important to you and why you’re doing this work today. Then, brainstorm stories or events that demonstrate these qualities — just brief notes to start. When you’ve got a decent list, pick one and write it all out, as if you’re journaling for yourself only. Don’t edit right away: include every single detail you can remember, in whatever order it comes. Then, put the writing away and try telling the story from memory to a friend. Ask your friend to share their main take-away from the story, and any other specifics they liked. Revise your written story with their notes, and repeat the process until you’ve got a story you love. Each time you tell it, it will get a little better!