Storytelling is a practice that I am working on. One way I capture the storytelling process is focusing on how people solve problems related to product innovation. A favorite is the story of how a Japanese engineer copied the design features of a King Fisher bird's beak to improve the aerodynamic performance of the bullet train.
One storytelling group that I look up to is the Pixar Studios team. They do an amazing job of tapping into the emotional story of characters (live and inanimate), focusing the plot on essential elements, and seize the timeless themes of storytelling such as growing pains or love and loss. If you are curious about some of the philosophy behind these amazing stories, check out John Lasseter's (co-founder of Pixar) interview on the Charlie Rose Show.