Story telling in business has become the "in" thing. It's a great way to tell the story of your business and why you do what you do. But let's flip this around. How about stories that create relevancy with your ideal customers? Told in the right way, stories can create a bond between you and your ideal customer. So it's not about you or your business. It's also not a story about them. It's a story of shared values and life experiences to create relevancy and build relationship.