Let's start with a story. A man in Delhi told his granddaughter about his childhood friend, Yusuf. He hadn’t seen Yusuf since the Partition of India in 1947, when India and Pakistan became separate countries and the two friends were forced to separate. The man’s granddaughter arranged for the two to meet again.
This story is about as emotional as it gets. Stories like this provide a chance to experience a variety of emotions without the risk of those emotions themselves. Emotions like wonder, fear, courage, or love can be tested out in the minds of those as they listen to a story.
If you really listen to your customers, you can leverage their stories to drive your creativity. By analyzing their stories of how your products and services fit into their lives, you can gain valuable insight into their needs and desires, which can be hugely beneficial to other aspects of your business, like product design and development and ongoing marketing strategy.