Story

I'm not sure what they want to say with "story" in this context can you please help me to understand?

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 a great example is the Nintendo Wii beyond the introduction of an innovative product in a game console market