Check out Gavin Baker’s post discussing an interview with Gary Erickson, the founder/owner of Clif Bar. One quote from Erickson: “For me, stories are useful for a couple of reasons. First is, Iâm not very technical when it comes to business. I can talk a bit of techno-language and theory, but itâs boring. Second, people relate to and remember stories. Their eyes roll back in their heads when you start talking theory, but stories are engaging. People are inspired by stories and parables.” And thanks to Gavin for linking the interview with our book!