Everything’s on Fire, but the Story’s Fine

This Is Fine: The Corporate Edition
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You probably already know it.
Your story isn’t landing. It’s close—but not quite there.

It’s not that the work was bad. It’s that the pieces never came together. Strategy here, messaging there, a few disconnected slides trying to hold it all. And after all that effort, something still feels… off.

So you do what most companies do.
You keep revisiting it.
You tweak a line. Rewrite the deck. Rework the homepage.
You pull the bit that crushed in the keynote, the line Maribel from Product Marketing nails every time, the customer quote that made everyone tear up—and somehow, it never sounds the same on paper.

Then your CEO has a new idea. A customer chimes in. Another round of feedback. Another “quick” workshop that turns into a month.

Welcome to the Story Hamster-Wheel of Death Spiral™—that endless loop of good intentions, half-fixes, and déjà vu decks. It’s like a dumpster fire everyone insists is “just in refinement.”

And here’s the thing: it’s not for lack of effort.
You’ve done the research. You’ve run the workshops. You’ve interviewed executives, hired consultants, produced videos, even brought in agencies to help connect the dots. You have insight decks, strategy docs, campaign slides—all the right parts, beautifully built.

But having all the parts isn’t the same as having the story.
Because the story isn’t in the parts—it’s in how they connect.

So what if the problem isn’t the story itself?
What if it just needs tuning?

Think of a piano. You can know the song, play every note, and still something sounds wrong. Even the best musicians call in a tuner—not to rewrite the music, but to make it sing.

That’s what great companies do, too. They don’t burn it all down; they make it resonate.

Six Stories That Got Tuned—Not Rewritten‍

• Adobe didn’t scrap their story when “creativity” stopped being enough—they tuned it to Creativity for All, expanding purpose without losing soul.
• Netflix didn’t rebuild when streaming got crowded—they tuned watch anytime into stories that move the world.
• ServiceNow evolved from workflow automation to The world works with ServiceNow, tuning from back-office tool to global operating system.
• Liquid Death took canned water and turned it into Murder Your Thirst, proving that even CPG can win on story, not product.
• Figma didn’t reinvent collaboration—they tuned it around Nothing Great Is Made Alone, giving creativity a home instead of a handoff.
• Airbnb evolved from cheap rooms for travelers to belong anywhere, tuning their story to emotion instead of inventory.

None of them started over. They just got sharper, clearer, and more connected to what people cared about most.

You don’t need a blank page. You need perspective—someone outside the noise who can help you hear what’s really there and make it resonate again.

Because behind every messy, overworked story is usually a great one—just waiting to be heard.Messaging matters. But in a vacuum, it always expires.
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If you’re ready to fix this—and want to do it in about a month—click here.

We’ll help you tune what you already have into something people actually believe.