People buy your story. If people buy based on your story, why are you mucking up that story in the telling?
When telling your story, avoid insider-speak. Use the customer's language not the company's. You need to tell your story. You need to tell it to the right people. You need to tell it in the right way. So how do you do that?
Read the full article to find out more about these 4 steps to solid storytelling:
1) understand your story
2) tell the story, and to do so with clarity and in a way that your customers will understand
3) try to step out of yourself and hear that story as if it were being heard by a customer
4) check the way you talk about your business against the people who tell stories for a living within your organization: sales people