"The process of developing a story is one of discovery," Pete (Doctor, director of the movie `Mosters, Inc.´) says. "However, there´s alway a guiding principle that leads you as you go down the various roads. In
Monsters, Inc., all of our very different plots shared a common feeling - the bittersweet goodbye you feel once a problem" - in this case, Sulley´s quest to return Boo to her own world - "has been solved." - This quote from Ed Catmulls book
Creativity Inc. describes in a brilliant way what every good story needs to have: a reason to be told. You always should know - from the beginning - what your "Reason Why", your higher purpose, your believe is. What your story will stand for.
You are insecure about the "Reason Why" of your product, your brand or company? Then watch Simon Sinek in his famous TED Talk
"How great leaders inspire action". He presents a formula every corporate storytellers should know and consider: What (plot) - How (style) - Why (storyline).
