People are naturally-born storytellers, and this is a tactic that businesses have deployed to ensure their brand story is told in the right way.

However, storytelling can be unreliable as every narrator has a viewpoint. This can be particularly risky in business, whereby an employee can present a course of action with carefully selected data to support their argument. Human brains are also unable to recall every piece of information and can therefore present an unreliable argument.

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