Good stories give big voices to small businesses. It is important for companies to take the time to develop their stories for the customers. Customers want to trust the company they are about to purchase from. That trust has to come from somewhere. They want to have a connection and feel they will not be ripped off, a trust agreement basically. Storytelling is a relationship building tool that allows you to narrate how you are first perceived. Secondly, the story your company is selling also starts to make its presence felt internally amongst your entire team.