Which kinds of stories seem to resonate most with the customers of a B2B business?

ASHLOCK: I think there are several. … The first one is stories that make, stories of creation, creating something out of nothing are compelling B2B stories … you're demonstrating that by partnering with your company you are creating value, unlocking value that has not been there before.

There are also stories that break, which are disruption narratives … organizations [with] products that promise to – and have a track record of – upending a certain practice to make it better. This is often [seen] in the technology space.

There are also stories that wake, which are intelligence stories, stories that give you access to information or to insight or to analytics or to a way of looking at your world or … your customers that you've never had before. That's also a technology story.