"A signature story is a “once upon a time” narrative. It describes an event, or an experience, or a process, and it has embedded in it the potential of having emotion and attention – and surprise and interesting characters."

Dr. David Aaker in a Forbes interview



With a story in the EUSBSR context we don’t mean an imagined story like a fairy tale. Instead, a story is usually a true story by you about a success (or failure) in your work. In the EUSBSR context the contents for communication should be thought in terms of success stories to both internal and external audiences.


A success story for internal audience in the EUSBSR context could mean

Even the simplest practice of how you do your job might be valuable to another stakeholder within the EUSBSR. It is also only you who know and are able to share these experiences and good practices – “Let’s communicate!” can help in sharing them (e.g. through an internal “newsletter” or in the tool kit) but “Let’s communicate!” does not know the day-to-day work of all the stakeholders.

Do not underestimate the importance of communicating your success stories to fellow EUSBSR stakeholders!


On the other hand, a success story for external audience of the EUSBSR could mean

The stories to communicate to the external audiences are at your hand and around you: more than 10 years of EUSBSR implementation has brought many improvements and advancements for the region and people – be they small or big steps forward. Many small streams make one big river!

If you feel that you cannot detect the stories that float around you or put your message in a “story format”, there are tools and examples provided in the tool kit. It is easier than you think!