A few years ago, there was a hugely popular book called “Tell to Win” that made the rounds in business circles. The book, by Hollywood studio boss Peter Guber, talks about the importance of telling a good story to succeed in business. It is a fun read, if only because of the many stories that Guber has to share, but I really resonate with the concept. In fact, it reminds me of something I see in sales meetings all the time.

As I’ve said before, there’s always one vendor or another ready to tell you a great story about how they can solve every problem you’ve ever had or ever will have. By this point, most of you already know that I’m HPE’s worldwide competitive strategist for storage, so you can imagine how many stories I’ve heard. At least half of them you just wouldn’t believe if I told you, and when I hear these stories I always wonder why the vendors who tell them aren’t more straightforward.

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