The best stories share a vision, tell of success, failure, learning and redemption. They pull you in. You wonder what’s going to happen next. They make you care.

That’s what Fortune Editor-at-Large Pattie Sellers loves about stories, and she’s emphatic that it’s what entrepreneurs should love about stories as well.

Take two minutes and listen to Sellers talk about stories in this short video from The Stanford Business School.

“Communications in business is more important than ever,” she says. Social media and digital tools give entrepreneurs — and all companies — the ability to tell their story at length and in an interesting way.

Turn it into a narrative. Draw us in.

Above all, she says, be consistent with your message. ”If you aren’t authentic, you are going to be exposed,” she warns.

The communications strategy isn’t corporate-speak. It’s taking the time to tell something that is interesting, important and engaging. That’s how we see it.

Enjoy the video…