Stories make the impersonal personal. The story of the software you sell is far greater than the business functionality it performs. The story of your bank is larger than the number of its branches or the services you offer.
And contrary to what most of us think, businesses, don’t just need ‘Sales’ stories. They need a ‘Here’s why you should work with us’ story. Or a ‘Please adopt this new technology’ story. Or even a ‘We’ll all have to change what we do’ story.
Every business needs to tell stories.