The war
Most organizations are ignored for a simple reason.
They talk about their weapons.
Faster. Bigger. Cheaper. Smarter. First.
So people walk by.
Not because the weapons aren’t impressive. But because no one joins a weapon.
People join a war.
A problem that shouldn’t exist. A system that’s broken. A future that’s worth fighting for.
When an organization leads with its product, it sounds like admiration for its own tools. Another thing for sale. Another upgrade.
When it leads with the war, something different happens.
People recognize themselves in it. They say, “I’m fighting that too.” And only then do they lean in close enough to notice the weapons.
The audience isn’t ignoring you because they’re distracted. They’re ignoring you because you never told them what side you’re on.
Most storytelling fails not because it’s unclear. But because it never names the fight.
And without a fight, there’s nothing to join.
