Behind every great business is a great story. Every potential customer, every buyer and every raving fan has decided for whatever reason to join your story. Maybe they like what your product does or they like how your company makes them feel or they like what you stand for.

Your business is telling a story. With every conversation, every flyer, every email, every customer interaction, every purchase, your business is adding page after page to a narrative that people read over time.

Take the three-decades-old story of the Apple company.

Apple tells the story of painstaking attention to detail driven by a Berkley dropout who cared as much about calligraphy in college as he did about the emergence of new technology. And we see this painstaking story still today in the beauty of Apple’s products, and even in the boxes they’re shipped in.

And what makes the beauty and the packaging and eccentric heritage of Apple such a powerful story for us is that we get to experience and benefit from the performance and reliability and innovation brought to market through the painstaking years of perfectionism.

Apple told a story worth telling and retelling for decades to come, or longer. What’s more important is that Apple, and many other companies with a passion for what they do, have crafted a narrative we actually want to be a part of.