All good communication is based on dialogue. The best speakers create the impression in the minds of their listeners that they are addressing each individually. Thus the views, expectations and requirements of key stakeholder groups should always be taken into account when developing any form of communication. Story can be used to identify and compare the attitudes of diverse groups. Through asking people to tell their version of an organisation’s story it is possible to map out a company’s positioning in great detail. This mapping of the status quo is the first requirement of any new positioning.