Customers don’t just care about what you do (although that’s still very important); they also care about who you are and what your business values are. Stories like these are a powerful sales tool. They build connections on an emotional level to enhance the practical solutions you offer. For example, some customers prefer to work with environmentally-conscious businesses, while others like supporting businesses that were founded by women. Be proud of what you stand for, and customers that share your values will follow.