Cover / story (within context)

Can you please what cover means here? I also don't understand what story means here, story of what? thanks for helping

Companies that know how to build outstanding business models perform level 2 business model strategies, they know that it's not enough to just cover all the components of a business model. Companies competing at this level have business models with a story in which every single piece of the business model reinforces the others and contributes to the story.