The good folks over at The Narrative Designers Network posted a link to a great article, where they were trying to observe the quantifiable benefits of story.  In their research they came across the Significant Objects project, where a little piece of story, a 'narrative context', is given to normal objects.

The stories created are purely fictitious, but the value 80 or so objects sold rose by over an incredible 2000%!

How did this happen?  Well, Hugh Macleod over at Gaping Void often talks...