The Big Idea
Storytelling is a universal human activity. At every stage in history, every society has both told stories and listened to them intently and passionately. Storytelling is the method by which people tell each other who they are, where they come from, what they believe, and how they’re unique from one another. They capture their memories of the past and hopes for the future.

And, in addition, stories are the most powerful, most underutilized tools for competitive advantage. Whether you know it or not, your business is already telling stories; the important thing is to learn to recognize them as such and utilize them to help you succeed.