Every company has one. The problem: some can’t resist the temptation to tell stories that don’t match reality. In other words, they lie to customers.

To prove this point, let’s take a look at the stories told by Apple and Pets.com. One story is true, the other is a lie. Not surprisingly, one company has flourished, and the other is out of business.

Pets.com: Pets Can’t Drive campaign (1999 – 2000)

The Story: pet food, supplies and toys for consumers focused on price and convenience.

Truth or Lie? Lie. While Pets.com initially delivered on price, this wasn’t sustainable (the company lost money on most items sold because they undercharged shipping costs to attract customers). But the real lie was about convenience. When customers placed an order, they had to wait several days to receive the items. And when you need kitty litter, you need it now. Trust me on this one.

Apple: Think Different campaign (1997 – 2002)

The Story: people with passion can change the world for the better.

Truth or Lie? Truth. The story asserted that Apple nurtured creativity by behaving as unconventionally as the accomplished thinkers and doers who were praised as “the round pegs in the square holes.” The company lived this story in every way: it’s packaging, product design, online computer store, and retail outlets. The campaign didn’t work because it was creative; it worked because Apple was fully dedicated to the story it told.

The challenge you face is clear: you need to tell a story. To make it authentic, you need to live and breathe this story every day, from how you answer the phone to the way you deliver your product.

Start by asking yourself two questions:

1. What is my company’s story?
2. Is it true?

Belief in the mission matters. Do you believe in yours?

If you want to improve your presentation skills, there is no one better to study than Apple CEO Steve Jobs. His keynotes captivate audiences – and you can learn to do the same. Communications coach Carmine Gallo breaks down his methods in the video below.

Here is a summary of the Jobs presentation approach:

1. Create a headline that sets the theme. Make sure that it is clear and consistent throughout your presentation.
2. Provide an outline. Then open and close each section with a clear transition. This makes it easy for others to follow what you’re saying.
3. Generate enthusiasm. Nothing is worse than a listless presenter. Remember, great communicators don’t transfer words – they transfer emotion.
4. Make numbers meaningful. You should back up your points with numbers, and those numbers should be expressed in context.
5. Make it visual. Limit bullet points and text. The more data you put into each slide, the more likely it is the audience members will start checking their PDAs.
6. Create a memorable moment. Identify this ahead of time, then spend your presentation building up to it. Jobs is known for keeping audiences in suspense waiting for his “one more thing” – a traditional joke he makes before announcing the next big thing at the end of his keynotes.
7. Rehearse. No one – not even Steve Jobs – can pull off an intricate presentation with video clips and demonstrations without hours of rehearsal. If people are willing to invest time listening to you, then you ought to be willing to spend the time necessary to create a polished presentation.