![]() And I'm hoping that that immediately convinces someone that a story is important. And if you don't pay very much attention to the story, you are putting out in countless different ways, or every way that your business is represented in the world, you're not really in control or even aware of how people relate to your business. And it is the way that a relationship is developed between the customer and the business in one form or another. ![]() Stories are how people, who don't know about your business, come to know about it. And storytelling in one form or another is the doorway between the world outside your business and the business itself. But that stuff is really very internally-focused. Well, of course, it's only natural that business owners would want to focus on the aspects of their business that they're most intimately familiar with, which often means the numbers behind the business. So, could you share why storytelling should really matter to business owners? It's the type of thing that they could potentially just brush off as not anything of any significance. And I know, if you was working within a company, a business owner might not see story as an important thing. But you have your book, Brand Identity Breakthrough, you talk about how a unique story can make products irresistible. Ian Paget: Business owners, they very often focus on things like products and sales, things that can seem tangible and actionable, and measurable. ![]()
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