https://techcrunch.com/2019/10/22/learn-how-to-win-customers-and-influence-consumers-at-disrupt-berlin/

Every startup is a story and every startup’s success depends — on some level — on how well they can either tell that story or get that story told.

The best stories are the ones that create an instant brand. One that sparks a relationship or a moment of inspiration with customers and consumers alike. Those are the stories that transform industries and re-contextualize how businesses think of themselves and their competition.