Every company has a soul. Most never find it.

Tom White finds it for a living. He's the one brought in when brilliant engineers can't make the world feel the value of what they've built, the positioner who uncovers a company's singular truth and turns it into the reason it wins.

He convinced a nation that a fighter jet it wasn't allowed to see was the future, and the F-22 was born. He helped Iridium raise a billion dollars. He lifted DAF Trucks from receivership to the fastest-selling truck in Europe. The pattern never changed: where others explained, Tom made them believe.

Today, as a professor at ArtCenter College of Design and founder of The Storytellers' Institute, he teaches emerging founders and innovators the same craft, find the soul, tell the story, own the market.

Because the company that wins isn't the one with the best technology. It's the one the world understands.