There are certain life experiences that are forever etched in our memories.

For me, one such memory occurred in April of this year - just a few short months ago.

I am out on a snorkeling adventure in the beautiful blue green waters of Key West, and excited to see some cool tropical fish. I've been snorkeling many times, so I am not in the least bit apprehensive.

In the course of a week, I hear on average 30 people talk about their businesses. Of those 30, virtually none of these professionals are using stories to paint a picture of what they do. It is one huge missing opportunity to win my business, build trust, or entice me to send referrals.