Human beings are wired for stories—they help us make sense of the world and inspire action. In business, a compelling “Why” story drives purpose, engagement, and performance. Companies with a clear purpose grow faster, attract top talent, and achieve 42% better financial results. But purpose alone isn’t enough. Pair it with a “How” story—your roadmap to action—and you align teams, boost engagement, and outperform competitors. Ready to transform your organisation with stories that matter? Start with your “Why” and “How.”