"People want to learn the answer to this question before they are persuaded; who are you and why are you trying to convince me. If you do not respond to this question, people create their own answers. This is often negative. Because human nature assumes that someone who tries to convince you has an interest. That's why you need to tell a story to show that you are some one that they can trust"
“Employees and managers need rich paintings that express the values of the organization. This is also achieved with stories...”