Seth wants to know if your story is static, or if it changes. Great question. The payoff line:
In most organizations, the frequency at which consumers are sent messages is far greater than the speed at which the organization actually changes. As a result, most of the messages are boring and repetitive. Which means that you're training your prospects and consumers to ignore the messages -- why bother reading something if you already know what it says?
The best stories change over time. They change in ways that fascinate the consumer, and more important, they change in ways that are fun or important to talk about.
The truth. He speaks it.