Dave Mamet tells us that story is what happens to the protagonist in pursuit of a goal.
Storytelling is all around us and is becoming more and more imbedded in the guts of our technology. We know storytelling is critical in software User Design (UX) and now we see it popping up in Information Archictecture (IA) -- a vital piece in website design and branding.
You need to know about this in order to have a fully functioning website and an effective brand.
I am not a geek but this Slideshare presentation made totally perfect sense to me! Be willing to continue to expand your horizons for story applications . . .
+ improve your website + your branding.