According to Robert Bruce of Copyblogger Media:
If you consistently tell a true story about your company, product, service, or idea that resonates with the worldview of a group of people, that “world” will eventually beat a path to your door.
And this statement could not be more true. What sets successful companies apart from those that are unsuccessful can primarily be traced back to the message. Or more precisely, the story being told by the company. The story should answer the question, “why do I need this product?”