Storytelling is an activity that has played a part in forming bonds between people for millennia. Each culture has its stories, shared to entertain, educate, preserve culture, and impart moral values.
In the context of business, every enterprise needs a story. Storytelling helps to simplify learning, understanding difficult concepts, to make sense of unfamiliar paradigms, and to form an emotional attachment.
It’s not what you say. It’s what they hear.
Like any marketing process, there’s a method to storytelling. Good storytelling takes practice and expertise. It must be based on good research and a foundation of ‘know how’. That’s why it makes sense to work with people who understand technology, have experience in marketing it, and selling it.