Here is a 1-paragraph summary of the text, covering key points: Businesses can compete on brand rather than innovation, and storytelling is a crucial aspect of this strategy, allowing companies to set themselves apart in a crowded marketplace. Every company can tell a story that resonates with its audience, using techniques such as relatability, novelty, fluency, and tension to create an immersive narrative. Brands can categorize their stories into customer-led, product-led, or company-led narratives, each with its own structure and focus. Effective storytelling not only engages customers' emotional and neurological systems but also drives engagement, purchases, and brand loyalty, making it a vital differentiator in marketing. By identifying a story that already resonates with the target audience and shining light on it, businesses can create a unique narrative that sets them apart from competitors.