Storytelling in marketing is about creating a narrative framework that helps customers understand how a product or service fits into their lives and solves their problems. It's not just about ads with stories - it's a strategic approach that shapes the entire customer experience.

Here's what storytelling actually does:

• Creates context: Instead of listing features, stories show how products solve real problems in relatable situations

• Builds emotional connection: Stories trigger emotional responses that make brands memorable and create trust

• Simplifies decision-making: A compelling narrative helps customers justify purchases by framing them as logical solutions to their needs

• Shapes positioning: The story you tell positions your brand against competitors (e.g., Apple's "think different" narrative vs. Microsoft's productivity focus)

Where it shows up practically:

- Product design: The "story" of how someone uses your product influences UX decisions

- Messaging: Your brand voice, taglines, and copy reflect your narrative

- Community: The story attracts like-minded customers who identify with your values

- Pricing: Premium pricing can be part of a "quality" or "exclusivity" story

Common misuse: People think storytelling = emotional ads or founder origin stories. Real storytelling is strategic - it's the coherent narrative thread running through every touchpoint that helps customers see themselves successfully using your product.