Written by: Vickie Sullivan  |  May 12, 2026

Are You Building a Business Around the Wrong Story?

After three days in Cambridge, Massachusetts, for a women’s-focused conference, I’m happily relaxing on the beaches of Carlsbad, California. Don’t get me wrong. I love being around incredible women and talking about policy and research. But our annual trek to my happy place lets me unplug, walk on the beach, listen to live music, and sit and read.

The book I’m reading is Change the Wallpaper by social psychologist Nilanjana Dasgupta. She’s a provost professor of psychology at the University of Massachusetts Amherst. I had a blast talking with her at the conference, so of course I bought the book.

The Power of Your Brand Story

While Nilanjana focuses on building communities that care about everyone, she made a point that’s foundational for any brand strategy. The stories we tell ourselves—and the infrastructure built around them—carry a lot of power. That includes your brand story, whether you realize it or not.

Now, we all know that stories that are repeated get believed. But Dasgupta goes one step further: Stories that many believe become myths that are supported by systems and processes. Over time, those myths start looking like facts.

It’s a vicious cycle. The story drives the system that keeps it alive—until an outside force upends it all. That’s how we get blindsided.

Think about it: How has your brand story shaped the problem you believe you solve? How have you set up your revenue streams based on what you think you’re good at?

What if disruption changes the value of what you provide? What if you have something much bigger to give, but you don’t see it because the system you built only has room for your current brand story?

During this volatile season, remember to ask yourself bigger questions. The answers might lead to entirely new directions and bigger opportunities.

Now Read This:

• 2 B2B Buyer Myths That Could Sabotage Your Sales Strategy
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road 

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