Five Points Every Storyteller Must Work On
Whether it’s a presentation, a video piece, or a newsletter story… the fundamental elements of a good story are always the same. There are five critical points every storyteller must work on:
1. Why Tell the Story? The Meaning-Giving Idea
Every good story has a good reason to be told. That sounds trivial—but it isn’t. In many corporate and brand stories, it remains unclear what the story is actually meant to convey at its core.
So don’t just dive into storytelling. Think carefully about why anyone should listen to you.
Abraham Maslow offers a helpful model for establishing the “depth” of a story. In his hierarchy of needs, he describes the fundamental needs shared by all human beings. The lowest level consists of basic necessities such as sleep, food, and water—which are not our focus here. Let’s look at the next levels: all of us, in different ways, depend on a certain degree of safety and stability (1); we seek affection and love from others and want to belong to a community (2). Some emphasize their independence more than others, valuing freedom and recognition as unique individuals (3). Ultimately, we all want to develop and express our personality (4).
An effective speech offers a story that directly speaks to these needs and desires. You will achieve the greatest impact if your core story focuses on just one of these four levels. For example, does your speech promise a stronger sense of community? Do you want to reinforce a shared “we” feeling? Or are you promising reliability and stability for the future? Are you addressing processes of change within a company or team, implicitly signaling instability? Then ask yourself which fundamental need will be better fulfilled in the future through this change—and what kind of offer you are making in Maslow’s sense.
2. Do You Need a Hero? No—but You Do Need Protagonists
“If I look at the mass, I will never act. If I look at one, I will.” — Mother Teresa
The second building block of good storytelling also seems obvious: every story has a hero. But again, it’s not that simple. By “hero,” we don’t mean Superman or Batman. It’s not about larger-than-life figures with superpowers. What is commonly called a hero is better understood as a “main character” or “protagonist.” This is a central figure at the heart of your story—clearly identifiable and someone the audience can relate to.
Stories focus on an individual person in a specific situation. This narrowing down to a single example is difficult for many leaders and managers—but it pays off.
“For people to take action, they have to care.” — Dan HeathSo don’t rely solely on general statements, data, and statistics. Complement them with a specific, exemplary story—with a central protagonist. It’s worth it.
3. Conflict? Yes—Because Stories Are About Change
“The way to persuade the buyer is to get their attention with a story… what attracts human attention is change.” — Robert McKeeRobert McKee applies the fundamentals of storytelling—long taught to screenwriters—to the business world. Central to his thinking is the importance of conflict and transformation. For managers and executives, however, this is a sensitive topic. Problems and difficulties are rarely addressed. Instead, people prefer to talk about solutions, spread optimism, emphasize stability, and highlight how great their company is—how successfully the team has achieved ambitious goals, and how new products have broken revenue records.
There are certainly situations where such messages are necessary—but storytelling is not one of them. A story that simply presents a perfect world where all obstacles are easily overcome is only one thing: boring. What makes stories compelling is not harmony, but conflict.
If you want to tell a story that stands out, that motivates, that excites, and that people will still talk about after your presentation, you should address the difficult aspects—talk about the rough edges life brings.
“People love hearing the war stories…” — Jacqueline LaraThis advice, often given to artists seeking sponsors and collectors, applies here as well: openly address the challenges behind the work instead of presenting everything in a rosy light. Have the courage to show problems. Tell a story that includes the darker sides—and vividly describe the process of change set in motion by conflict.
4. Heart and Pain: Stories Are Emotional
The fourth key element of a good story: every good story touches the heart. It evokes emotion, empathy, and compassion.“These are the great and small dramas… stories about people who have changed, who fight for their dreams and ideals, who grow beyond themselves and learn from their mistakes.” — Gregor AdamczykChoose a protagonist your audience can identify with. Give your story a compelling twist. Spark curiosity and let your audience feel along with the character.
As a storyteller, you are not only an informant or communicator—you are also an entertainer and a guide. Good stories allow the audience to travel into another world and immerse themselves in it. The deeper the audience dives into that world and follows the protagonist, the stronger their emotional connection to the story—and to you as its teller.
5. Virality? Not an Internet Invention—Good Stories Get Retold
“Stories are powerful memes.” — Jonah SachsIt’s no coincidence that Jonah Sachs draws on Richard Dawkins to describe the viral power of stories. Dawkins coined the term “meme” in 1976, inspired by the concept of genes, to describe ideas, beliefs, and behaviors that are passed on from generation to generation.
Sachs expands this concept: stories, too, are passed on—across generations and within communities. That’s why storytelling has become increasingly important, especially in the age of social media.
But virality is not an invention of the internet. Good stories have always been retold—think of Hansel and Gretel or bedtime stories.
“We all carry around a lifetime’s worth of stories…” — Darren Menabney
At its most basic level, a story is “something that happened to somebody.” And there are many “somebodies” you can draw on: yourself, your customers, your company, your product, your colleagues—or your competitors.
