It shows that while it is easy to think of storytelling as simple, it really is more than just a checklist of elements.
The author makes the following valuable points for both non-profits & businesses working with stories:
1) there's not just one [branding] story to tell, but multiple stories;
2) stories need to be constantly recrafted to fit the context it's being told in;
3) the secret to working effectively with stories in story sharing.
"Storytelling is one of the most powerful tools we have to create empathy, raise capital, and connect people."