As most of know, storytelling is a critical part in brand development and identity. For retail purposes, it is often used to distinguish oneself from other brands out there and connect customers to a particular cause, issue and/or perspective.
Storytelling for a Better User Experience written by @usabilla provides a good overview to storytelling from a user experience perspective. For artisan and producer community, it is a good reminder of the importance of keeping the consumer aka the user in mind, and crafting stories that take into account their context and interests. Enjoy the read!