Storytelling:

Garr Reynolds’ post on Storytelling is worth the read: Your business needs to tell a story. The story you tell helps to connect with your customers. A successful business requires a connection with customers at a granular level.

At it's core, story is about a "...fundamental conflict between subjective expectation and cruel reality," says McKee. Story is about an imbalance and opposing forces (a problem that must be worked out, etc.). A good storyteller describes what it's like to deal with these opposing forces "...calling on the protagonist to dig deeper, work with scarce resources, make difficult decisions...and ultimately discover the truth."…

…What makes life interesting is "the dark side" and the struggle to overcome the negatives — struggling against the negative powers is what forces us to live more deeply, says McKee. Overcoming the negative powers is interesting, engaging, and memorable. Stories like this are more convincing.

What story are you telling?