The struggle that so many companies have to differentiate or communicate their true value to the outside world is NOT a BUSINESS PROBLEM.
Rather it is a BIOLOGY PROBLEM.
This is just like a person struggling to put emotions to words relying on metaphors , imagery etc. in order to attempt what we feel.
Exactly for organizations such a message which has to be understood by the human LIMBIC brain needs to be based on belief and stories which have no rational explanation.
Once communication starts inside OUT from WHY to HOW and WHAT the message becomes easy to understand and more credible.
Adopted from Simon Sinek’s book Start With Why