If someone’s going to do business with you that means they are hiring your product to solve their problem. McDonalds bfast: 30% of people buy milkshakes for breakfast. MvD solved the problem of how to let people have breakfast while driving. So McD made up some milkshakes that was perceived to be healthy and a good bfast.
When we tell people about our business, they will ask themselves: will i hire that product, will i hire that service to solve my problem? They don’t ask do i like A or B. They say to themselves: i heard your story, if i trust you enough i am going to listen to your story. Now that i have heard your story and i trust it, do i want to hire that story to solve my problem.