Everything has a story attached to it. And different people have different stories attached to the same things.
Intentionally composing that story and getting it into the heads of other people, for whatever purpose, is storytelling. Marketing, propaganda, self-promotion, employee culture, nationalism, the best version of yourself that you tell to other people. All of that and more.
You can faff all you want about the pretentiousness of it, but the process of composing a narrative is not sacred (we all do it), and it's not the exclusive domain of people who write books.
Intentionally composing that story and getting it into the heads of other people, for whatever purpose, is storytelling. Marketing, propaganda, self-promotion, employee culture, nationalism, the best version of yourself that you tell to other people. All of that and more.
You can faff all you want about the pretentiousness of it, but the process of composing a narrative is not sacred (we all do it), and it's not the exclusive domain of people who write books.