Not that long ago, making a movie about a comic book superhero was risky. A handful did well, but most fizzled. Then a funny thing happened. Somebody remembered that people go to movies to see a story. Suddenly, compelling storylines, well-crafted scripts and A-list actors started turning Batman and Iron Man into not just blockbusters, but movies with built-in anticipation for the next installment. Every business has a story, too. We just forget to tell it in an engaging way. Here’s a challenge. Go to the “About Us” page on your website. Is it the usual boilerplate, the same as everyone else’s except for the dates and names? Or is there a story there? Because people buy stories.
