I love this quote from Bono talking about his guest editor stint with Vanity Fair:

“We need to get better at storytelling,” Bono told the Times. “Bill Gates tells me this all the time. We’ve got to get better at telling the success stories of Africa in addition to the horror stories. And this magazine tells great stories.”

It’s all about telling stories. As a writer, that sounds great, but even as a regular Joe that’s what I want to hear. Good stories are captivating and compelling. Tell me a story, don’t put me to sleep with your market-speak. Telling stories is what I do as a writer. It’s part of what one of my clients, Personality does (look, more client synergy!). And it works.