3) How does it work?

Using Stories to Demonstrate Your Personal Brand http://onthejob.45things.com/2009/04/using-stories-to-demonstrate-your.php

• A story demonstrating your passion about your field.
• A story that shows your understanding and experience with your audience's needs.
• A story that demonstrates a pioneering idea you've developed.
• A story that shows how you fit in with the history of your field.
• A story that illustrates alliances and partnerships that support you.