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But most of the people fail to remember a good one. Telling stories is an essential part of building a strong connection with the people in your life. And what people most want to see and hear are stories about regular people. The question is what makes a good story? A business audience is like a big community, and itÂ’s the stories that keep it together and form the memories that underlie future connections, and storytelling should be a cornerstone of your branding strategy.