First, a note on story
"Storytelling" has become something of a buzzword these days, used as a term of art in fields from graphic design to accounting. But what is story really?
A painting consists of paint and some kind of canvas. A song is a combination of chord change, melody, and lyric. Story also requires some essential elements, to properly be called a story. These elements have been explored by very smart people for thousands of years: the elements are compelling characters, some kind of conflict, and a familiar structure, or emotional arc.
Our job is to find the most compelling stories you have to tell, the stories that attract people to your values, connect them to your mission, and advance the goals of your product, service, or organization. First, we need to offer them something worth their valuable time and attention.