However, a company profile shouldn't just tell your audience what you sell — it should also tell them why you sell it. It often includes a compelling story about how the company began, as well as the company's vision and values. To illustrate, lets’ take a look at two famous examples. We all know about the infamous rivalry between Dunkin' Donuts and Starbucks. At the end of the day, they both sell coffee — but they've each cultivated strong, unique brands, and have attracted very different audiences as a result. You can often overhear heated arguments regarding the topic, with people vehemently claiming one coffee chain to be better than the other. But let's say you didn't know about the rivalry, and you'd never heard of either Starbucks or Dunkin' Donuts before.