The blog musings of Seth Godin and Doug Rushkoff are making me think more about my consumer choices. My decision to buy bottled water, for example, largely is based on several factors: price; what I have experienced with the brand in the past; the look of the label; and what stories or memories I can conjure up. Poland Springs water evokes fond memories of childhood visits to clear, cold, mountain streams springing from the mossy rocks. Dasani sounds European and tastes okay, but it has no story for me. Given a choice I’ll take the Maine brand. What does this mean? Am I missing something? Do people with more stories make better decisions, or do stories shield us from what is new and innovative?