“Storytelling” has become a buzzword in marketing, which feels impossible, almost like if chefs made “cooking” a buzzword. Isn’t it just supposed to be the job? The skill we practice? The thing we’re good at doing? The thing is, there’s a difference between telling good stories and being an effective storyteller. Understanding that difference can help us create more original work that stands out, grows the audience, and the trust and love of people who subscribe, buy, and share.