1) PASSION – Write stories around issues your audience actually cares about – not just because you can get a customer quote.
2) A PROTAGONIST – This one is easy. It is you, your company, your product, your service, or something along those lines. Too often this is where company stories begin and end.
3) AN ANTAGONIST – Our villain! The villain is often the most overlooked part of an organization’s story. But without it, you don’t have a story at all. As companies, we need to think beyond the traditional “evil doer.” Instead think enemy! What is the issue or challenge that your company has been built to address? Maybe it is a cultural issue, a major industry problem, or even just the inadequate status quo.
4) THE REVELATION – Please tell us something we don’t know. A good story engages the reader who is awaiting some sort of reveal. Share something unexpected with the reader.
5) THE TRANSFORMATION – Think about the impact of your story. What is different as a result of the story you are telling?
If you are missing one of these elements, the truth is, you haven’t got much of a story – so move on and find where the stories do exist within your company.
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