Why (this approach)?
Why Start With Story?
Stories matter more than products.
Your customers, followers, or audiences want to feel connected to the why more than the what. Emotion trumps logic. We make buying decisions based on our heart and gut more often than our brain. The company that has rabid loyal customers, a presentation that brings the audience to tears, a fundraising ask that gets the donors to open their wallets... the best storytelling at work.
You're far more likely to remember a narrative with beginning, middle, and end than just a collection of facts.
characters = connection
Why do plays, films, TV shows, and books affect us so deeply? We see ourselves in the characters. There is great power in empathy and recognition. If you can get your audience to say, "Yes! That's my story, too!" they will be motivated to act.
Stories make us human.
We can't help but turn anything and everything into a story. A story is cause and effect, and so we tell stories all day: "I missed the bus so I was late to the meeting." Given information, we will naturally connect the dots to make a narrative: "Cup + spilled coffee + angry manager + crying barista = someone's about to get fired."
You write your own story.
Because we know that humans will make up a story given the facts they have, wouldn't you rather just tell them the story you want them to hear?