Which stories show the breadth of our business's impact?

A library of complementary stories can make a business's everyday contribution more visible than relying on one flagship achievement. Include heritage achievements alongside current projects, choosing examples that connect the organisation's work to familiar objects, places and human experiences.

IBM's This is IBM campaign, which ran from 2019 to 2023, used that approach to show the breadth of IBM's everyday impact. IBM's contributions to systems such as barcodes and ATMs were not always understood beyond technical or enterprise audiences. Case studies and internal materials became concise, shareable stories, giving employees tangible examples of what IBM does.

The campaign extended from a UK and Ireland website into printed materials, event stands and geography-specific websites across Europe and Asia. The connecting narrative remained consistent: IBM's technologies quietly shape the modern world. Build a story library with enough range to reveal different contributions while keeping that central meaning clear.

Connecting each capability to a real-world outcome makes a broad business easier to understand without turning its story into a list of services. Use a repeatable narrative structure that links technological capabilities with specific industry contexts, solutions and human impact.

For G42, an "impact algorithm" provided that structure. It mapped technology enablers, including energy, compute, cloud and foundational models, to real-world outcomes across the group's businesses. The emphasis was on the human impact of technological advances, rather than the technology alone.

Messaging across all ten G42 companies was harmonised into one voice. Shared "commitments", including responsible AI, sustainability and equitable AI, anchored the experience in G42's purpose. The practical approach is to give different capabilities a common storytelling structure while retaining the specific context and outcome that make each contribution meaningful.