I talked about the concept of a just cause before. It’s something bigger than what you do. It is a vision of a better world that makes you do what you do. A concept of a core narrative is similar, but it leans more towards how we do business.
The core narrative is what you sell beyond your product. It describes how what you do (product features) could solve your customer’s problems.
Based on this line of thinking, to identify your core narrative, you should start by finding out what success looks like for your customers. Then, you help them get there.
I work in the hospitality industry. My core narrative would be “We don’t sell hotel rooms. We bring friends and family together and help them enjoy a lifetime of holidays”.