A product or service is merely a means to an end. The real deeper value lies in the story attached. I don’t want to own a coffee maker - I need to wake up early with a little help from a cup of coffee. I don’t want to use a train - I want to get home to my wife and children. I don’t want to go to a store and buy a stereo set - I just want to listen to my favourite rock music when I’m home, it makes me unwind after work. Unfortunately, most organisations are not capable of listening to stories. And this is why the gap between "inside and outside" has grown too wide. To stay competitive and survive the changes organisations are presently facing, they need to reassess the way they are structured, function and build relationships with customers. Closing the "reality gap" between organisations and people (employees and customers alike) should be the number one priority. And for this we need a new set of skills, methods and tools.