As your company’s sales projections for 2019 are being finalized and the marketing team prepares its strategy for going live with your messaging, it’s time to evaluate the WHY behind your company.

An analogy can be made from Halloween. Trick-or-treaters dress up in costume and go door-to-door with one goal in mind: to bring home the bounty. That’s their prize. There’s an unwritten contract that if the receiver dresses up in costume, the giver will hand over the goods. Companies also have a trust contract with prospects and customers. Content nurtures those relationships so when it’s time for the big “ask,” you are on the short list.

So what’s the WHY behind your mask? What’s your company’s heart and soul? Those are the stories that you should be planning for next year. You, and only you, own those stories. Your closest competitor won’t have the same stories you have.

Dozens of princesses, superheroes and witches trick-or-treat, but there is usually one that stands out with her/his creativity, originality or design (we had a giant hot dog stop at our house this year -- there aren’t many of those around). Believe it or not, you want to be that hot dog.

K+L Storytellers Co-founder Michele Kelly will be speaking about the importance of storytelling at three separate events this week.

●       On Nov. 7, she will team with Miranda Rodriguez, owner of Marketing for the Uninhibited on “Meaningful Marketing in 2019” at the Women’s Business Development Center in Aurora. Register here.

●       On Nov. 8, Michele will present “PItch Your Investor Story” to the Women Tech Founders at Galleria Marchetti in Chicago. The real-time investor pitch (think Shark Tank) will be followed by the WTF Awards. (This may be the best title for an award yet. Who wouldn’t want to have a WTF Award on their desk?)

●       On Nov. 9, a one-hour interactive presentation “The Power of Storytelling” will be held at STEAMfest, 2018 an event hosted by Steam Ahead at Hub 88’s headquarters along the I-88 suburban high- tech corridor.

We want to hear your story. What’s your differentiating WHY? Why are you a stand-out, can’t miss hot dog (OK, pick your favorite costume this year) among a sea of expected masks?