Consider this scene:

A military man is riding home with his family on a train.  His country is on the brink war, as its enemies stand ready at the gates.  As the train rolls close to home, the enemy attacks, unprovoked.  As the train arrives, the attacks come closer, as his home is close to a military base.  This man must stay and protect his country, but somehow he must save his family.  He sends them away, with a passionate embrace, praying he may once again see them.  But he knows he must defend them if they are to live.  He turns and takes his place on the line, praying he will not fail this test.

What does this make you feel?  Why do you feel that way?

Hopefully, the answers were 1) that you feel a little torn and very hopeful that the man comes home again, and 2) because if you were that man, you would do all you could to save your family.

Consider your favorite movie.  Why do you feel strongly about its story?  What does it do to you?  What does it make you want to do?

So, here's the point of all: stories have strong influences on us.

Our entire lives are full of stories.  When we were small, we were told bedtime stories and fairy tales.  These simple stories carry with them the basic desires and needs of our very souls.  To be daring, to be swept up, to save, to make right, to love.  When we speak with friends, we tell stories.  Stories of our day, stories about days past, stories of days that could be.  When we engage in leisure activities, we engage with stories.  The cinderella sports team, the hero of the video game, the heroine of the novel, the love story of that song.  Even now, you are writing a line in your life's story.

Okay, so why is this important?

As humans we relate to stories.

If I see a brand with a great story, I will be more willing to engage that brand.  People join the military to be a part of something bigger than themselves.  In other words, to be a part of a larger story.  This is the drive of the human soul, to be a part of the Great Story.

Now, what does this all mean?

One way to make a great product is to tell a great story.  Great books sell because of great stories.  Great art says something.  Great music tells us something.

If you are writing a novel, start by thinking up a great story.  Don't worry about grammar now.  You'll have plenty of time to worry about that later.  For writing a song, come up with a great idea to say (or an old idea said a different way).  The lyrics will come.

If you tell a great story, people will come.

So tell me a story.  Make me believe again.  Draw me in.  Give me something I can't put down because I have to know how it ends.  If you can do this for your brand, you will attract the right people.