People gravitate to stories. It’s not about a product, but how that product can change your life. It’s not about a service, but the way it can connect you with other people. That’s where concept comes in. Sure, it includes a little bit of your story, but mostly involves creating a story that involves and engages your audience.
Now you’re not selling or intruding; you’re opening up a piece in them that’s been there all along, waiting for you.