An Easy Way for Entrepreneurs to Create Content

Entrepreneurs have a low tolerance for “just doing the job.” They have the strategic risk-taker energy. The get sh*t done energy.

As I reflect on my 8 year run as a freelancer, I realize that people who hire freelancers are entrepreneurs. Whether they’re directors of organizations, founders of startups, or individuals working on passion projects, they’re often the ones trying something new, willing to and capable of experimentation.

By nature of my graphic and content services, the ppl I’ve worked with all wanted to communicate an idea. But they also had one other commonality…they didn’t have a narrative.

My discovery process always included a simple question, “Is there a big idea or theme you want me to portray or keep in mind?” Their answer across the board would be something a long the lines of, “we’d love to see what you can do on this project, you have creative freedom.” To the point that I started calling one of my packages “creative freedom.” It basically meant that that they didn’t have a guidepost for content.

But they DID have mission statements. And while a mission statement is an internal and external piece that gives *an idea* of what the organization is about, it does nothing for content.

That’s why I started writing a “narrative statement.” (It didn’t have a name at first bc it was just for me.) But now, it’s a fully loaded, compact statement for internal alignment; A navigation tool for conversations, content, and strategies.

A narrative statement is very different from a mission statement. For a narrative statement, function is essential. It shapes meaning like walls shape space. It considers the weight of the word in each phrase, its capacity to hold people, its durability in its environment. It forms edges around an idea and defines relationships between themes.

Like an acronym encases words, a narrative statement encases definition and unfolds into every piece of content an organization needs to reinforce its purpose.

A mission statement is a few sentences with interchangeable words. A narrative statement is a framework. It provides restriction while offering the flexibility and freedom to fully explore within the bounds.

There’s a key difference here that I hope entrepreneurs acknowledge and adapt, before getting too wrapped up in the weeds of operations, that enables sustainable communication and heavily impacts (or even defines) the longevity of their business.