What's the story?

I've been reading "Made to Stick" by Chip & Dan Heath. They begin with the question, why do we remember some stories (like an urban legend) but forget others (like a company's mission statement). They credit 6 principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories.

This, of course, makes me think about Furniture Works. What's our story? So far (and you can correct me if I'm wrong), I think our story is that we shop the same way you do. We want items that are of good quality, affordable prices and interesting to look at. If we can, we want to support recycle and reuse. We're part of this community too and we want to do good for others while doing well. Does that stick with you? Does that ring true for you? Is that interesting enough? Let me know what you think.