Never underestimate the business value of the good story. Business planning is telling stories and making them happen. Startups make stories come true.
In this delightful TED talk storyteller (filmmaker) Andrew Stanton boils it down to this: Make me care.
If you want to sell a business idea, tell it as a story. The best elevator speech tells the story of a need and filling that need. The best market analysis in business planning is stories of people and what they want and need, and people getting together to execute an idea.
Note: click here the source site for this TED talk.