As human beings, we don't react strongly or passionately to numbers, graphs and charts.
We respond to true stories and authentic narratives. We respond to ups and downs, and twists and turns. Storytelling provokes emotion, imparts wisdom and binds communities together.
Stories stick. If your story is compelling, customers will start sharing it. True stories are also a good way to foster positive culture among employees, especially if they see themselves reflected in those stories.
The world is noisy and fast paced. Storytelling slows it down. Great storytelling ties people to a brand by invoking emotion and making them feel connected.