Everything is not a story...

and labelling a group of sentences a story does not make it one. It's like drawing spots on a brown dog and calling it a giraffe. Stories require heroes and villains. Fear and joy. Crisis and resolution. Everything else is an information-packed flat narrative. And marketing has a lot of those.

Here's a helpful delineator. A story is never about you. It’s not about your product, your service, or your key messages. A story is about capturing that moment when your product or service intersects with humanity and changes a life for the better.