A company can make good products, accumulate servers and servers of data, and develop an eye for great innovation, but if it doesn't have a great story to tell, it will find itself at a competitive disadvantage. Take Rebook in the early '90s. On the heels of its bestselling shoe, the Freestyle, the company tried to beat Nike in a technology race. Sales bumped, but Nike still pulled out ahead. Why? It created a mythology about itself and its products, and Reebok did not. So when random pedestrians, for example, were offered either free Nike shirts or Reebok shirts in an experiment, they all went for Nike. It just goes to show: if no one's willing to wear your company's logo on their chest, you're doing something wrong.
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