In my story consulting & coaching work, I often get asked "What is the difference between persuasion and manipulation?" and "Isn't storytelling just a form of manipulation?"
Read this article for excellent answers to both, and to put both questions to rest.
The article does not specifically address storytelling, but it does address what we are trying to do by sharing our stories in business, and how manipulation is not the goal. The best insights are after the first Q & A in the article.