What "story" really means for business.
What is a story?
Simply stated:
A person with a problem goes on a journey to solve it.
From there, we can add all kinds of meaning, characters, plot points, etc.
For your business, this easily seen from the perspective of your customers.
A person (your customer or prospect)has a problem (that involves your product) they go on a journey to solve it (by buying your product, or using an inferior product which leads them to seek you out) and in the end, you help them solve it.
Simple.