You are not a storyteller
I especially enjoy the perspectives of a contrarian, particularly one with the considerable heft of Stefan Sagmeister. Whilst I don't entirely agree with his entire point of view on storytelling, I think the subtext is right, too many brand people are parroting the word because it's fashionable.
Marketers think they need it, agencies want to sell it, and gurus want to teach it. It may be the right approach for you, if so, do it, but don't just do it because it's fashionable. In the words of Mark Twain:
Whenever you find yourself on the side of the majority, it is time to reform (or pause and reflect).