Steve Kolander learned the importance of storytelling by writing professionally as both an ad writer and a recording artist. He learned that a story must motivate someone and inspire him/her to think or act. Upon mastering this skill, he wrote and performed songs that hit the Billboard charts. He also wrote songs for other artists like the Dixie Chicks and others.

When returning to advertising, he brought his storytelling sensibilities with him, realizing companies have great stories. If they can find the moral that guides that story, consumers will be moved to think about them more as friends than companies.