(From Q&A with ITBestOfBreed) Where are the best opportunities for businesses to tell their stories?

ASHLOCK: The place I would begin would be the way an organization considers itself part of the narrative of its customer or client or its audience. … Where are they coming from? What's their life like? What are they experiencing on a regular basis that would make your product or service part of their narrative in a very seamless way?

This encourages [your] organization … [to] start thinking of [itself] as a character in somebody else's story.

Just reframing a bit of your go-to-market strategy or your product design or your audience engagement … around that forces the company to think less about what it wants to say and more about the finite amount of time, focus and attention … your audience has and making sure that anything you do is geared toward the story they're telling themselves.