The path to better consumer engagement lies in making the customer the hero of the story Suddenly, everyone is a storyteller. As if stories haven’t been at the heart of human culture since the dawn of time. It’s easy sometimes to become enamored with all our technological advances and arrogantly believe we have transcended our primitive roots. We can ignore the stories now and get right to the details. Forget the narrative and show them the goods. The thing is, that’s rarely the case. Eventually, we come back down to earth and realize that it’s all storytelling in the end. The biggest obstacle facing most brands today is the ability to…