When Steve Jobs launched the iPod in 2001, he could have framed it as a better, improved MP3 player. But he didn't. He used concrete language to paint a picture and stir people's imaginations. Jobs said the iPod was "a thousand songs in your pocket". This is the power of storytelling. Storytelling doesn't use industry jargon and it's not about pounding your chest. Storytelling is about creating meaning, generating interest and moving people to take the action you want.