The author suggests that the discomfort of selling a business to a potential client may have a profound impact on the quality of the experience. Instead of focusing on the product, leaders shift their focus to storytelling, positioning the client as the hero and guiding them towards a decision already made. This shift from traditional sales pitches to storytelling techniques can significantly increase the client's confidence in the company. According to research from Stanford University, people are 22 times more likely to remember information delivered through a story than through data. The author suggests this shift in focus on engaging with the client and presenting them with a compelling narrative.