Giving seminars around the country, I ask natural products retailers to tell me why they think it is important to tell the story of their store. “Because we care,” says one. “Because we’re knowledgeable,” answers another. “Because we help,” offers yet a third. All true. But the most important reason in my view is, if you don’t tell the story of your store—what you do, and why and how you do it—the world will gladly fill in the vacuum left by your silence.