Which comes first, the story or the statement? When you’re trying to implement ethical influence into your sales process, the best way to start is with a story. I’m not sure if you’ve noticed but that is exactly how I start each and every one of my episodes. First, what is the difference between a story and statement? A story is a narrative intended to engage, amuse, or instruct listeners or viewers. Statements are written or spoken expressions intended to persuade listeners or viewers.