Good products have features, Great products have stories. (opens in new tab)

Is this the same as the mantra "sell benefits not features" that you find in countless marketing books and articles?

I see the word "storytelling" and "storytellers" being used quite frequently in the product design and UX field and, personally, it sounds a bit over-inflated and maybe even a tad phony.

I don't see the examples in the article as storytelling. They are good, creative examples of copy, but my brain thinks of stories in the traditional sense (a tale, a narrative).

I am not a fan of the way industries sometimes appropriate the meaning of existing words to mean something subtly different. Am I being unfair?

Telling stories is such an important aspect of marketing, but overlooked by many. A good book recommendation is "Make it Stick", by Dan Heath.