Wrong Story, Right Story and ROI

In Innovation Excellence.  " ... From the Innovation Excellence Cities Tour: Sam Ford, Director of Audience Engagement at Peppercomm Communications shares why storytelling is so important to companies - and why stories have to be about people; not just products or services. ... " .   I much like the idea of thinking about the 'right story'.  It is important in storytelling, since there are many possible stories.  To make your point?  Or to allow you to interact with the story and understand alternative implications?  The former has dominated.  The latter can have more value.