[This post has been edited for clarity of purpose. Sorry if that disconnects some of the discussion below.]
I ran some Burning Empires games and a Story Games Lounge at Genghis Con
last month, and felt like I was occasionally up against the expectation that as a GM I'm the one who needed to be entertaining everyone. True, I was running the lounge and it was my responsibility to make sure fun games were available and to teach the various systems (but there were a couple of others who facilitated games there too). But this expectation doesn't work with many story games where players need to be extremely proactive and highly engaged in the game.
So the question is, beyond just getting people to play enough Story Games to "get it", what can be done to change that kind of faulty perception at the start? I'd like to be able to say some magic words or give someone a sheet of paper to read that will dispel this notion and make it clear that the GM isn't special here (if there even is one). In fact, there's a lot of things I'd probably want to put on that paper to let folks know (in a non-confrontational way) that certain things are different in Story Games. Certain ingrained principles and perceptions don't apply here and, in fact, some other ideas do.
So, seriously, I'm looking for a list or brainstorming on ways to do that, ways that have worked for you, ideas I haven't considered and should, etc.