Everything and everyone has a story in them - it's just a matter of teasing it out.
I was at a trade show, and being eternally interested (read 'nosey') in what competitors and partners have to say, I settled down to watch a presentation being given by a highly respected, senior director of one of the largest food companies in the world. Half an hour later, I shook myself out of my paralysed state of disbelief at what I'd seen. His delivery was confident and he had good pace - but the content, the story and the visuals had to be seen to be believed.
It was then and there that I decided to set up the Big Pitcher.
As an advocate of simplicity, great user experience design and listening, I'm never happier than when things make sense. Getting to the heart of (corporate) values and customer value, finding and communicating meaning in the most straightforward way is a challenge I love.
Understand your audience, their needs, desires and issues... and everything else follows.