What shows the breadth of our business's impact?

Choose examples that represent different parts of your business's contribution, rather than asking a single flagship story to explain everything. IBM's "This is IBM" campaign, which ran from 2019 to 2023, combined heritage achievements with current projects to show the breadth of IBM's everyday impact. IBM's contributions to systems such as barcodes, ATMs and digital infrastructure were familiar to technical audiences but often less visible to the public. Dense case studies, technical documentation and press materials became understandable, memorable stories that employees could share. The campaign developed from a UK and Ireland website into printed promotional assets, event stands and geography-specific web pages across Europe and Asia. The practical approach is to build a library of tangible examples that can travel across channels and locations without losing their connection to the business.

Connect different capabilities to human outcomes through a common narrative structure. For G42, an "impact algorithm" mapped technology enablers, including energy, compute, cloud and foundational models, to real-world outcomes. Specific industry contexts and solutions made the human impact of technological advances the subject, rather than the technology alone. Work across all ten companies in the G42 group brought the messaging into one unified voice. Commitments including responsible AI, sustainability and equitable AI anchored the experience in G42's purpose. A useful structure for a broad business is therefore to connect each enabling capability to an industry context, a solution and a human outcome, while using shared commitments to explain what holds the contribution together.