Listen to the Summary of Bernadette Jiwa's The Fortune Cookie Principle in 20 minutes. Please note: This is a summary & not the original book. Stories are how we attach meaning and significance to anything, including businesses. When the five (or more!) brick-and-mortar shoe stores at your local shopping mall were telling a story about waiting in line to see if your size was in stock, Zappos told a story about delivering wow through service...