Suppliers need to demonstrate the value they add to their customers and their customer’s customers, requiring a new way of communicating what they contribute – be it technical expertise, material science acumen, or exceptional client service.

Taking a strong customer story and visualizing it is a powerful way to communicate your company’s innovative approach. Let your customers do the talking about the relationship in video testimonials that can be sent directly to customers through a newsletter, and post them on your website for further mileage. Consider leveraging one of your most knowledgeable and enthusiastic executives to communicate your company’s perspective on the relationship.

By focusing on the strengths of good old-fashioned storytelling – be it intriguing characters, high-stakes outcomes, drama, comedy – you can actually get your message across about the business value you bring more effectively.