Question: Your boss has tasked you with writing a company story that will help make them stand out from their competitors. Keeping this in mind, what’s the most effective question you should start with?
- What are you offering?
- How will this help your audience?
- Why are you doing what you are doing?
- None of the above
Explanation
HubSpot starts company storytelling with purpose, because the Golden Circle begins with why before how and what. A clear purpose explains what the business stands for and gives the story a stronger foundation than product details alone. HubSpot’s storytelling guidance also stresses aligning the brand’s purpose or mission with the audience, which is what makes the story more distinctive and memorable. Beginning with why therefore creates a clearer company story and stronger differentiation from competitors. HubSpot Academy+1
Why the other options are incorrect
A starts with the offer itself, but HubSpot places what you offer after purpose in the Golden Circle. HubSpot Academy
B focuses on audience benefit, which matters, but HubSpot says the story should first be grounded in the company’s purpose. HubSpot Academy+1
D is incorrect because HubSpot explicitly teaches starting with purpose and then aligning that purpose with the audience through storytelling. HubSpot Academy+1
Source for verification
HubSpot Academy: Creating a Purpose Statement. HubSpot Academy
HubSpot Academy: Business Storytelling Training. HubSpot Academy
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "HubSpot Content Marketing Certification" page.