Story telling in web design

Victor and Joshua are both talking about story telling as a method for communicating possible actions or paths when interacting with web sites. Victor mentioned an IBM seminar he attended about story telling. Haven't done much reading in this area and would cetainly like to learn more if I can find the most salient literature. I did find Curt Cloninger's A List Apart article, a Case for Story Telling to be interesting as well. Cloninger makes the case for considering the narrative possibilities when designing for the web as a communications medium. He's right, web sites are often not just databases and the design should consider aspects of human experiences with sites not merely as transactional database interactions as such. I like Victor's process of mapping actions or attributes of the narrative to interactions with the site. Interesting. More obvious I guess is the development of the characters, plot, setting, etc. and flowing that into elements of design process -- personas/characters, scenarios.