Leiber, R.B. 1997. Storytelling: A New Way to Get Close to Your Customer. Fortune, February 3. Available at http://www.pathfinder.com/fortune/1997/970203/cus.html.
"Surveys and focus groups can take you only so far. If you hope to understand what drives consumer behavior, search out the true-life anecdotes that reveal what your customers really want."

Caruso, Dee. 1996. Interactive Media Must Tell Compelling Story. New York Times Cybertimes, May 20.
The media we're most familiar with today -- television, movies, theater, books -- are based on story and narrative. The digital entertainment industry's attempts to create a market have failed because their narratives are poorly constructive and about as "emotionally compelling as menu selection in a Chinese restaurant."

Anderson, K. and Zemke, R. 197. Tales of Knock Your Socks Off Service : Inspiring Stories of Outstanding Customer Service. Amacon, New York.
A list of potential ways to solve seemingly unsolvable problems.