What many people don't realize is that the to be effective, these professionals often have to tell a parallel internal story as a precursor to telling that external story. For example, consider the inside sale that has to happen when a bunch of....
- Harvard PhDs want to start a dating site and need "a marketing person." That marketing person - likely intrinsically far more fun than the algorithm-coding founders - has to somehow *convey* fun to them in order to bring it to the rest of the world.
- Enterprise software boys who never use half the social media tools themselves suddenly learn that there's money in "being social" and want to talk that up.
So next time you see a really good message, remember: there were probably some other stories that had to happen first.