The temptation for small business owners is to launch into a bunch of facts about your product. The bells, whistles and sales. According to Mark Evans, a consultant for start-ups, there is a much better way. His rule no. 1 for startups is always be storytelling—even if you only have 60 seconds. He provides an excellent example of how a small online grocery store could change from talking facts to storytelling. Can you tell your story in 60 seconds or less?