What do the best movies, social media, some grandfathers and great TV spots have in common? They all tell a story that people can see themselves in. When someone posts on Facebook, their friends chime in with sympathy or congratulations. Great movies tell stories we can’t forget. There are grandfathers whose tales can make you feel like you were there. TV commercials like Apple’s terrific Christmas 2014 iPhone spot move us. The more like a commodity your business is, the more important it is to put the emotion and impact of customer stories front and center in all your marketing, in every medium.