These two videos show how Nike changed their approach to storytelling. Their first TV ad from 1982 is about the company. The people who MAKE the shoe are the hero of the story. The second video from Nike’s 2012 ad campaign makes the people who WEAR the shoe the hero of the story.
Version 1 is your “foundation” story, the story of how you/your company got to where you are today. Version two is your “mentor” story – how you are helping your customers get where they want to go.
Remember, you can only really tell your foundation story once. You can tell as many mentor stories as you have customers.
Here’s the presentation deck from Hyper Island’s training day on storytelling & pitching. And here, with commentary, the first half of the training:
PDF worksheets available here.
See also this range of presentation tools to help you sell your best ideas.