I couldn't agree more with this posting. I would take it a step beyond the story aligning with the needs of someone else and the transaction. If it is something

I couldn't agree more with this posting. I would take it a step beyond the story aligning with the needs of someone else and the transaction. If it is something you truly believe in, it becomes a story you enjoy telling over and over, regardless of the outcome. People enjoy spreading passion, and when you are spreading passion, it ceases to become marketing in the "traditional sense" of a self-serving corporate activity, and it just becomes the act of sharing interest and excitement.