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...Great stories are interesting. They take you away from where you are into a head space that taps imagination and visualization. Complex ideas can be quickly conveyed though stories. Otherwise distracted audiences are kept at attention with stories. The interestingness of stories helps create a competitive advantage for those telling them by providing information in a way that connects on both intellectual and emotional levels.
No matter what business situation or geographic location you find yourself in, you simply cannot go wrong having a great (and relevant) story to tell. With each content object you create, always answer the question: What’s the story in this message?...
Once again, facts tell, stories sell.