Why is it that businesses able to tell engaging stories tend to be successful? Think of Apple, Uber, Google, Virgin and so on – great products and services are a big part of it, but their stories are also known to most people too. People connect with elements of these stories. They can identify with the struggling company trying to take on the big boys in computing, finance, or the airline industry; they connect with two guys in a university dorm with plans to change the world through the Internet. What’s the story of your business? What make you unique? What is the thread in your narrative that will resonate with your target audience? Have you found it yet? Have you told your tale? Neuroscience suggests that thus could be the key to your own success as a business.