Maybe not every business needs to tell a story. I recently bought an enamel pan that I absolutely love. There was no story involved in the transaction. I looked at the pictures, checked the price and the size, and ordered it. I'll buy a smaller one before long, that's how good it is.
Some businesses will need a story (I would consider my own an example). For others, the products do speak for themselves. The initial generalization, that 90% of a founder's work is storytelling, tells me more about the limited, silicon- valley-centric perspective of the author than it teaches me about business.
Some businesses will need a story (I would consider my own an example). For others, the products do speak for themselves. The initial generalization, that 90% of a founder's work is storytelling, tells me more about the limited, silicon- valley-centric perspective of the author than it teaches me about business.