On paper it is quite easy. Sell a story that some people want to believe. In fact, sell a story they already believe. The story has to be integrated into your product and services. The iPad, for example, wasn't something that people were clamouring for... but the story of it, the magic tablet, the universal book, the ticket to the fashion-geek tribe - suddenly there was huge queue out the door for it. The same way that every year, we see a new film sensation, a new fashion superstar, a new hit record, a new online phenomenon. It's not an accident. That story is just waiting for someone to hear it. They key point here is "some people". Not everyone will understand your story, and that's okay too.