Ambition is what you want to achieve for yourself, your company or your clients. It is your vision of the future, where you want to grow or where you want to help your clients get to. Bringing your ambition into your company story shows a clear vision of the future and reveals what you stand for in life. This appeals to people. People with ambition are followed and like to work with others who have a clear ambition and vision.

The importance for a start-up

The nice thing about making presentations and writing corporate stories is that we often get asked by start-ups to write a strong pitch and a good story for them. The first thing I ask them is: "What is your ambition? What is your goal for your clients? Where do you want to go and what do you want to achieve?"

Recently we worked with a starting entrepreneur who told me that his ambition was to make animation videos that help young people better understand the problems in society. Another inspiring example is Contour Lab, a start-up that developed an app for the online fashion industry. The app uses AI to bring the clothing advice you get in a physical store into the online world. Through their integration, customers can easily choose the right sizes, colours and clothing. In this way Contour Lab wants to improve the self-image of young girls and at the same time reduce the number of returns. This makes the online fashion world more sustainable and more personal.

We also spoke with a company in the Netherlands that provides fire watchers who supervise high-risk work. The owner, who grew up in a disadvantaged neighbourhood himself, learned what discipline is at the fire service and started his own company. His mission now is to offer young people in the same situation the chance to become successful in their lives.

We are also currently working on a presentation for Toontjeshuis, a project by Joost Callens of Camino Group. This project aims to convey a message of inclusivity, sustainability and general integration to society.

Inspire others with your ambition

A powerful ambition inspires others. People feel drawn to companies with a clear ambition. As a customer, they get the feeling of joining in that ambition and making the world more beautiful, better or more successful.

So don't hesitate to include your ambition in your company presentation or start-up pitch. It's not even wrong to start with it. If you begin by clearly stating your ambition for your company and immediately link it to the current problems in society or with your clients, it fits perfectly. Ambition gives direction and inspires both clients and employees to work together on a better future.

You probably notice that, as a storyteller, I get energy from people who have a beautiful and clear ambition. It gives a personal touch, direction and meaning to what you do and where you want to go.