We are natural story tellers. People have been sharing great stories since before we knew how to write them down. Great stories help us learn from each other, and the more vivid they are, the better they can be used to share experiences.Sharing stories is far more powerful than a bullet list, and if authentic, they can be very powerful when communicating with your customers. When people share stories they also use ordinary language. “Cup of tea” language. It’s free of jargon and acronyms. It’s vivid and emotional and includes how they felt, why they were surprised or afraid or delighted. It’s told from a very human perspective. In contrast, organisations regularly overuse professional language and jargon. When you talk to friends, what kind of daily trivia do you share? What do you find most interesting about each others’ stories? And what kind of language do you use?