I mean the craft of storytelling.
When we sell an idea, like a product, or show others how to apply a principle through a training course, we resort to telling a story. Some stories are whiz-bang, like a movie with poor dialogue but brilliant special effects.
Other stories are more focused on character development, witty patter and cleverly-devised situations, but not so much on the explosions.
What they all have in common is a craft.