Thanks to Peter Guber's focus on the role of storytelling in effective business leadership, I'm now paying attention to storytelling references everywhere.

Today Marci Alboher's got a piece that lists top 5 storytelling tips, courtesy of the Talkingstick storytellers. To her list, I'll add one, a kind of 4b in conjunction with "don't alienate your audience;": know your audience and care about them.