Everyone has a story of how about they arrived at where they are today, but not everyone can tell it. And even if they can, not all of them do. A happy exception is the Smiling Cow gift shop in Camden, Maine.
- Well, for starters, everyone loves a story.
- True stories provide an element of authenticity, and what business doesn't need more of that?
- People like to buy from people. Stories humanize a business; when we hear stories about the genuine human side of the people that founded a business, and the trials and tribulations they went through to grow the business to the point where it is today, as customers - "fellow humans" - we're drawn closer to the business; we develop an affinity for it.