The language of storytelling

After a story has established a setting, we should then move on to storytelling techniques. How will the story be told?

We’ve all has something like this happen before: You hear a really interesting story but when you retell it, it doesn’t have the same effect. This happens sometimes. The story remains the same, but a different storytelling technique lessens the entertaining effect. What we can learn from this that the technique used in telling a story is as important as the story itself.