Business priorities and values HAVE TO BE FUN! Yup. True story. And here's why: whenever you engage in sales or product development or approach a customer or communicate a value or write something about something (a business, a brand, a product, a person) you're telling a story. And people love stories. Because we're basically still kids inside. And kids? They LOVE stories! One of the things I'm really, really good at is telling stories. You have a story. Trust me. Your business has a story. And it's dying to be told.