As we've all been rushing to add narrative to our marketing communication, we keep asking ourselves "What the story?" And we've been asking the wrong person.

Gapingvoid Daily Cartoon Email: Empowerment, 2012-Apr, by Hugh MacLeod

When someone is using your product, don't ask what stories are they telling about you; ask what stories they're telling about themselves, and how you product fits into it. You'll get a far more interesting answer.