In another article I wrote about the importance of the “story”.
Because the customer, the buyer, the client, can relate to a story, a well crafted story sells you and sells your business. Why? Because the story appeals to the emotional, hypnotizeable part of the brain… People buy into the story, and if the story was true, then all is good. If the story was a lie, then only the people who have a religious bent will stay, the rest leave, or cry bloody murder.
In personal development, spirituality, we mostly deal with the beyond, what is beyond people’s conscious awareness, what mostly cannot be tracked, measured, documented, or even agreed upon.