Most of the time, marketers tell stories that only work if the group is in on it.
There were no overnight successes. We needed to raise the money to fix a technical problem that had been bothering people for years. It was a tricky story, full of compromises and missed opportunities.
When I tell this story to people, many of the first things they say is, “that’s not how I usually do things,” even though they’re not technically correct, or perhaps, “that’s not what I’ve been trained to do” even though they’re clearly correct.