In a marketplace flooded with data and specs, marketing strategist Leo Vance argues that the oldest technology is still the most effective: the story. "The Story ROI" bridges the gap between literary theory and hard-nosed sales metrics. Vance demonstrates that "storytelling" isn't just a buzzword; it is the fundamental operating system of the human brain. The book dives into the neuroscience of "neural coupling," where a good story synchronizes the listener's brain with the teller's. Vance critiques modern corporate marketing for focusing on the "what" (features) rather than the "why" (narrative). He provides a framework called the "Hero-Customer Arc," where the brand is not the hero, but the guide (like Yoda) who helps the customer (Luke) win the day. Vance analyzes successful campaigns from Apple to Nike to show how they sell identity and transformation, not just products. He gives practical advice for founders and marketers on how to craft a "Origin Story," a "Product Story," and a "Vision Story" that cut through the noise. This is a playbook for turning commodities into legends.