Written for EO by Adam Witty, writer, speaker and founder of Advantage Media Group and ForbesBooks.

Computing pioneer Alan Kay said, “Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.”

Storytelling is the hot trend in business communications and branding. Smart entrepreneurs are eager to humanize their websites, marketing outreach and presentations with inspirational stories of the creation, challenges and success of their companies.

They’re discovering that telling their story, whether via a tweet, a speech or a book, may be the most effective way for them to connect with potential customers.

As a business book publisher who’s worked with hundreds of CEOs and entrepreneurs, I’ve picked up a few do’s and don’ts along the way: