Our personal narratives—and the characters in those stories—form our identities.

Analogies help us connect abstractions to stored knowledge. The analogies stamp the content into our brains.

Customers want to know where a product comes from, who the people are behind it, and how committed they are to delivering a quality product. Customers don’t buy a brand or a logo as much as they buy into a set of values. And there’s no better way to reveal a company’s values than through the stories that fueled the people who lead it and continue

Inspiring storytellers reframe their personal narratives to give their lives purpose and meaning. In doing so they motivate the rest of us to dream bigger and to accomplish everything we’re capable of achieving.

Branson’s storytelling advice is as simple as it is concise: “Say what you mean and mean what you say and preferably in as few well-chosen words as possible.”

Having a clear sense of purpose—and communicating that purpose consistently—is a key attribute that defines inspirational storytelling, especially among leaders who run the world’s most admired brands.

A business is also a culture of people, men and women who are bound together to sell products and services that improve the lives of their customers and move the world forward.

Great stories start with great headlines that capture the one key message behind an idea.

“Great brands and great businesses have to be great storytellers,”3 says Apple Store chief Angela Ahrendts. “We have to tell authentic, emotive, and compelling stories because we’re building relationships with people and every great relationship has to be built on trust.”