Use the Right Subjects to Tell the Right "Story"

Got a "story" to tell about your business? Great! But how do you make sure your readers really get the message that your business is the star of the show?

Here's the answer: Make the name of your business the grammatical subject of most or all of the sentences.  

What we choose as our grammatical subjects determines who or what our readers think our "story" is about.

Here, for example, is a story about the Acme Computer Company:

The Acme Computer Company strives to provide a stimulating and convenient work environment for our employees. Acme believes in the power of architecture and interior design to drive productive work. In fact, last year we won an award for our innovative use of space in fostering collaboration among our employees. As we look to the year ahead, Acme will continue to seek the very best in cutting-edge office design.

Note that Acme or a pronoun representing Acme appears as the subject of every sentence. 

Here's that same passage but with different grammatical subjects:

Stimulating and convenient work environments are important to the operations of the Acme Computer Company. Strategically designed architecture and interior spaces drive company productivity, with an award-winning innovative use of space fostering collaboration among employees. In the year ahead, cutting-edge office design will continue to be a priority for Acme's executive management team.

Note how the subjects in the second passage create a different story, one not about Acme itself but about Acme's interior spaces.

By controlling the information that appears as the subjects of our sentences, we can control our reader's experience of a passage, especially what they think our story is about.