Why you need a Vision Story and a Value Story

The best sales people and the best content marketers are often great storytellers. They have the ability to craft compelling narratives that persuade their potential customers to want to buy.
But can the same story architecture work at both the macro (market-wide vision) and micro (specific customer value) level? The two story types clearly need to be related but my experience suggests that there are some important differences…
Your vision story is a consistently-communicated message that is intended to resonate with your target audience, and to articulate how your approach to solving that market’s most common challenges sets you apart from their other options. It is intended to attract suitable prospects, and to make them want to engage with you.
Your value story, on the other hand, needs to be tailored to the particular circumstances of specific prospects, and can only be effectively told after you have undertaken one or