The elements of the Cultural Heritage have brought new discussions and challenges because despite the recognition of their value they have been idolized and consequently confined in museum cases, disconnecting them from reality. This research has been developed from a Design framework and explores how the narrative character of the Oral Patrimony is able to connect these resources with their contemporary context and bearers; thus cultural goods become Storytellers (as any product), able to reveal their potential as resources of sustainable development at different levels (cultural, economic, environmental, political, etc). Throughout some Design strategies (Emotional Design and Co-Design) people – cultural bearers can become active users and consumers of their territory and cultural property and have a meaningful approach (supported by Storytelling) that helps them to understand the potential of their Cultural Heritage in the construction of Creative Industries and therefore of a Creative Economy.