As a business you always want to be building loyalty and trust from your clients and prospective clients. The best way to do that is by telling stories that they can relate to personally.  You should think of storytelling as tribe building.  And if you put out your story, you’re going to attract like-minded people for your products and services. And the clearer you are with story and the better you can tell that story, you’re going to continually attract the kind of people who are going to grow your business.

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