I’ve simplified the core story elements to these five, in this order: Establishing a GOAL—the action of a story begins when we discover what someone wants. Introducing a PROBLEM someone didn’t know they had—this creates conflict and tension, which is the engine of all action. Discovering a TRUTH that makes inaction impossible, because it puts the g

There are many other applications you or your business might use. Marketing messages and materials: Home page copy About Us page Social media bios White paper Positioning statement Market-level message Strategic sales conversations: Initial meeting or call Conversation or presentation with decision-makers or technical leads Final pitch Executive su

just like you need a different outfit depending on whether you want to get in a good workout or have a night out with your friends. Every time your audience changes, or even when the same audience moves closer to acting on your idea, they need a different version of your message—one they can recognize as the answer to a new question in their minds.

your Red Thread will give them, and their brains, a map to follow.

people don’t just want the answer. They want their answer. They need to find their own way to your idea.

Your message is the words you need to say to an audience about your idea to achieve a particular outcome.

story. Filling in the blanks of a story is simply how you make sense of the world.

Step 1: Define an “Application” of Your Message

we pay attention to, learn, and remember the same types of concepts.7 More specifically, we pay attention to people (characters), what they do (actions), why (motivations), and what happens as a result (effects). As it turns out, those elements are also the main elements of stories! Our brains are wired to ask questions that help us create a story