I was surprised when I received an ezine from my online backup service. The founder of the company wrote a personal note to customers, not about the biz or about a new services. Instead, he wrote about a 1962 movie, titled, "The Day of the Triffids." He uses the plot from the sci-fi movie to make a point for altruism. I suppose this is akin to Google’s  "Don’t be evil" mantra. The last paragraph of his personal note:

"If you haven’t seen the movie, I won’t spoil it. But let’s just say that our hero does make a valiant effort to do the right thing. Sure, we don’t have to contend with giant man-eating plants chasing around blind people, but we do occasionally come across people that need assistance. So when the opportunity comes up in our lives – whether it’s mundane or heroic, I hope we can be strong enough not to look the other way, but to take a risk, get involved, and help someone out who needs it."

My guess is that this entrepreneur understands not only the power of story, but also how good intentions go a long way towards standing out in a crowded marketplace.