I was born in Ukraine, and my parents brought me to the US when I was two years old. They were in their mid-twenties, knew no English, had no jobs, and counted $20 cash as their entire net worth. Back then, there was no Internet, no digital pictures to reference, and the world was a lot bigger. I work for them, market my value for them, and for all those people who didn’t — couldn’t — immigrate to the land of the free and the home of the brave.

This is my story, and I’m telling it a lot more frequently these days. I’ve spent the last several years working with some very successful family businesses — nearly all of which emphasize their products and services over their value…and, worse, over their story.

Some of my family business clients were started by grandfathers, are currently run by fathers, while grandsons are taking on greater responsibilities in the company. One new client’s founder is in his late 90s, and still comes to work each day! What a wonderful story. As a prospect, I’d want to know this. Nobody else can tell this story but you.

You may sell commodities, but your story is singular.

Tell it. Leverage it.

This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.