People think in stories. No, that’s not the important thing. People feel in stories. Feelings (emotions) help people decide, buy, stay loyal, and refer new customers.

Heinen's Fine Foods“One of the things Whole Foods taught us is the need to tell stories” about our products, Mr. Heinen said. In fact, Heinen’s has 50 stories that it trains employees to tell customers about its meat, produce, baked goods and other items.

Tom Heinen
Heinen’s Fine Foods in
The New York Times

What stories are your customers and prospective customers hearing about you?



See also, Creation Myths and Why We Need Them: Origins.