I have some issues with this but it's another way to look at the "storytelling" as it pertains to designers and architecture. I think it's undeniable that a lot of our clients want to be part of a story that we can help create about them and their endeavor. While we can facilitate the creation of a story where they become the main players, we are architects first and foremost. Storytelling can become a vehicle for our clients to present their project to future visitors and help make the difference between it being a building and it being architecture. There is a difference, and something as simple as a story can help make it.