Story Building Blocks
Fundamental elements of compelling stories
1. AN EFFECTIVE CHARACTER 3. AUTHENTICITY
üüUniversal need (often emotional/intangible üüCharacter’s voice, perspective – and the
rather than physical/tangible) perspectives of others
üüRelatable for similarities (i.e. mother, father, üüDetails; telling your audience how to feel
etc.) or through connection to unexpected vs. showing your audience and letting
obstacle (i.e. “it could happen to me, too”) them decide how they feel (hint: the latter
is much more compelling!)
üüCharismatic, yet authentic (not necessarily
a perfectly polished spokesperson) üüAvoid jargon
üüThree-dimensional (What do others think üüProvide broader context about issue
of the character? What other interests/ prevalence, past challenges/
personality traits does s/he possess? Not successes, etc.
solely defined by their need.)
üüNOT the organization in most cases; the 4. ACTION-ORIENTED EMOTIONS
organization is a supporting character
üüMove people to action
üüConsider confidentiality and/or ethical
implications of asking someone to be your üüChoose active emotions (anger, anxiety,
featured character excitement, awe) vs. passive ones
(contentment, sadness)*
2. TRAJECTORY üüFollow up with a call-to-action in your
content or presentation (or both)
üüPlot that propels the story forward; think
action!
5. A “HOOK”
üüChoices/devices to consider:
üüLead with a sense of urgency
Where/when to start?
üüImmediately provide a sense of whose
Time sequence – linear, or flashback/ story it is, what’s happening at this
forward? moment in time, and what’s at stake.**
Pacing – get into action quickly or slow
build-up?
Whether/how to resolve the story?
Setbacks or no setbacks? (as a way
to acknowledge organizational failure/
growth)
* Berger, J. (2009). Contagious: Why Things Catch On. New York, NY: Simon & Schuster.
** Cron, L. (2012). Wired for Story. New York, NY: Ten Speed Press.
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