Check out Sarah Doody’s well-articulated case for the importance of story at the center of any digital marketing and development process. She says:
Who are the product storytellers? Part matchmaker, marketer, technologist, and artist, the product storytellers ask questions, find answers, and figure out how to distill a vision or idea into a product story. They develop a plot, identify the people, and shape the product around the specific values it should offer consumers. Product storytellers think about the whole, and they see the big picture. But they also can go deep because they understand that the product’s true value lies in the details of its interactions and every touchpoint that a consumer has with it.
But she also says a lot more. Read the whole thing at UX Magazine.