Wait wait -- this does apply to business!
Do you ever have to instruct customers in the use of your product or how to use your service? Transfer knowledge about your product/service in any way? If you do, then this article applies to you.
I like how the author gets us thinking about yet another application for business storytelling -- any educating we need to do with our customers, vendors, suppliers, etc.
There's good content about why telling stories in these situations is important, how to write a good story, and then gives ideas about moving that story into 5 different types of media.