Stories are non-threatening. Because they can be easily retold. Stories are memorable. With characters and a beginning, middle and end, it's easier for a story to stick in someone's mind than say, a list of bullet-points. To build a foundation.
Stories capture an organization's history.
Their content encompasses and conveys the culture and values that are the foundation of your business. Once captured, they provide a common thread of what you stand for. Stories create a future by making the vision and your goals tangible. By opening the door for employees, customers and vendors to contribute to the story, a company can make its key stakeholders feel like an integral part of the organization. There's no stronger loyalty mechanism than the story of a personal contribution or accomplishment.