Backstory + the Value of Purpose

In order to tell a good backstory you need a clear Purpose:

Another difficulty in backstory communication has been the lack of clear targets. Effectively revealing your backstory conveys explicit goals about the kind of company you’re trying to be, and it is still difficult to know what the gold standard is for any particular product or service: What does a sustainable shoe look like? How does a responsible masonry supply chain operate?

Vague goals are dangerous because they’re clueless. Consumers and investors both want effectiveness, and at a time when cluelessness about sustainability equals liability, to display muddle-headed thinking is to send a message that you are not entirely worthy of their trust.

– via Alex Steffen WorldChanging.com