When he was six years old, Cory Nieves decided he didn’t want to have to take the bus anymore. He told his mom that he wanted to buy a car so that he could drive to school, and that he had a business plan so that he could make enough money to accomplish this. Cory started out in the world of entrepreneurship by selling hot cocoa. As he began making a but of money doing this, his mother encouraged him to start saving for college rather than buy a car. He decided this was a good plan and that in order to do it, he should expand his business to sell lemonade and cookies as well. He experimented with different recipes and ingredients until he finally made the perfect, organic, and all natural cookie. 
Over the past 6 years, Cory has grown his business tremendously and been features in many different magazines and news programs as an inspirational young entrepreneur. He has sold his cookies to Aetna, Barney’s, Bloomingdales, Citibank, J. Crew, Macy’s, Mercedes-Benz, Pottery Barn, Ralph Lauren, TOMS, Viacom, Whole Foods, Williams-Sonoma, and others.
Cory’s story is neat because even though selling lemonade and cookies is not innovative in and of itself, the story behind Cory’s business, of a six year old wanting to buy a car, is endearing and innovative, and makes you want to buy cookies from him rather than from someone else. By getting out his story, it distinguished Cory from other little kids who sell cookies and lemonade and made him into a truly successful and inspiring entrepreneur.
Very good point. In a saturated market, having an inspirational story can set a company well above its competitors. So many start-ups are telling their stories, usually about how they overcame adversity. For example, a company called Flex Watches was formed when the founder’s mother was diagnosed with cancer. Once she passed, they got the idea to give 10% of their profits back to charity.