The Futur's YouTube video "Narrative Branding: Stories That Sell" explores the power of storytelling in business and branding. It features Michael Margolis, who emphasizes that people buy the story attached to a product, not just the product itself. Margolis distinguishes between stories, which are individual and concrete, and narratives, which are shared and abstract. They discuss the importance of understanding both the customer's existing narrative and how to create a unifying narrative to connect with them. The conversation covers the future and how to use narrative to drive innovation, stressing that vision and conviction should guide research, not the other way around. Finally, Margolis offers advice on applying these principles to smaller businesses, suggesting that character and origin story can differentiate one from competitors in a commodified market.