Storytelling, from fairy tales to content. A story about how to tell stories (primarily on the site, and in any other creative task – from a regular flyer or banner to branding companies, products or communities) verbally and visually. Why it is important to gain the sympathy of end-users toward a brand or client towards you and what kind of benefits (even) developers can have from this approach. We will come to terms with the dilemma: writing for SEO or for visitors and why not. Goodies will be examples of good practice, but also bad (#fail).