"We don't have a story."

"We're just a small company."

"We've only been around a few years."

"There's nothing remarkable about us."

I can't tell you how many times I've heard companies say things like this. They don't give themselves credit for having an interesting story. They think whatever story they do have diminishes in comparison to larger, more established competitors.

EVERYBODY has a story worth telling. Every company does. Every person does. It's just a matter of finding it.

It's a matter of seeing the power in your creation story. Or seeing the human connection in your local footprint. Or the underdog's courage in your small size.

The bigger problem many companies face isn't that they lack a story, it's that they aren't comfortable telling that story. They think it doesn't matter to anybody. That nobody will care.

But people will care. People want authenticity. They want it in their relationships with other people, and they want it in their relationships with brands. Your authenticity is the foundation of your story. And it becomes the foundation for how you present yourself to the world.

Your authentic story is powerful stuff. It reflects your struggle. It reflects your passion. It reflects how much thought, time, sweat, blood and tears you have put into your business. And it's a beacon for those who connect to that story.

Don't hide it under a bushel.