What Is Story Driven?

The word story in the marketing and business world is becoming or has become a bit misunderstood. And i think that people who don't understand it may think of it as being a bit squishy, as they say here in the us. Another wordh it brings to mind little red riding hood or hansean gretel. It's, if you think about it, we've all got this back story. We've all got a history and a heritage, and we bring that into everything we do.