Ask HN: How have product stories or teaching helped your business?

Do you know of a businesses that used teaching or story to: a) build an audience for their business, or b) increase the perceived value of their product? I'm looking for case studies for a new book on how sharing, either through teaching or creating a back story, can help sales. Here are two examples to get you started: 1) Teaching In order to promote my email marketing SaaS app I've been writing articles and building an email list around teaching email marketing best practices and how to launch products. That's been a very clear win of using teaching to build an audience and increase sales. 2) Story A friend of mine designs and builds custom furniture. When he delivers a $4,000 dining room table he includes a coffee table style photo book of photos (with captions) of that table being designed and built. Now when the client's friends come over and comment on the beautiful table, the client doesn't just say "You like it? I got it at IKEA." Instead they pick up the book and show their friend exactly how their table was built. The table now has a story behind it and is worth more. Products with a story behind them are worth more and are more likely to be talked about. So, do you have stories to share? I really appreciate the help.