This is a Story

The Five Essential Elements of Every Great Story

What makes a story truly memorable? Whether you’re writing fiction, sharing a case study, or crafting a brand narrative, the answer lies in five foundational elements. Here’s a quick guide to building stories that connect, engage, and inspire:

1. Setting: The Who
Every story needs a context. The setting introduces us to the background, the characters, the location, and the facts that ground the narrative. It’s where we discover who is involved and what their world looks like. Without a clear setting, your audience can’t connect or care about what happens next.

2. Adversity: The Problem
Stories thrive on conflict. Adversity is the moment when something goes wrong, when tension enters the scene. It’s the “what’s at stake” moment that grabs our attention and drives the narrative forward. Without adversity, there’s no reason for the story to move—and no reason for the audience to care.

3. Emotion: The Human Experience
We don’t just want to know what happened; we want to know how it felt. How difficult was the struggle? What fears, doubts, or hopes did the characters experience? Emotion is what makes the story relatable and memorable, allowing the audience to be invested in the outcome.

4. Instruction:
Every story needs a turning point—a moment when someone steps in to help, mentor, or guide. This is where we see how you or your organization hehlped to solve a problem. We see growth, learning, and transformation—the bridge between the problem and the solution.

5. Solution: The Resolution
Finally, we reach the solution. How was the conflict resolved? How do the characters feel now? What changed as a result of their journey? The resolution provides closure and shows the impact of overcoming adversity, leaving your audience with a sense of fulfillment.

In every story, these elements work together to create a journey that’s not just understood—but felt. They are the five things that we will talk through when we do interviews with our clients. They’re the keys to stories that stick.

the genesis of a story…a problem

Have you ever noticed that the most powerful stories—the ones that stick with you, move you, and inspire you—always start with a problem? There’s a reason for that. I don’t mean to sound harsh, but if you don’t have stories it probably because you aren’t solving problems. If there’s no challenge, no struggle, no tension to overcome, then there’s nothing to tell. There’s no journey, no transformation, and ultimately, no story.

The Anatomy of a Story

When we talk about stories, especially in the context of video or digital content, it’s easy to confuse a story with a moment. A 30-second TikTok clip might be funny, clever, or even surprising, but does it really take you anywhere? Does it introduce you to someone you care about, show you what they’re up against, and let you witness their transformation? Most of the time, the answer is no.

A real story, the kind that lingers in your mind and tugs at your heart, is so much more than a fleeting moment. It’s a journey. It’s about meeting someone at a crossroads—someone facing a real problem. It’s about feeling their tension and uncertainty, and then following them as they find their way through it. That’s what makes us care. That’s what makes us remember.

Emotional Engagement: The Heart of Storytelling

If you want your video stories to be powerful, you have to do more than just show what happened. You have to make your audience feel it. That means giving them a chance to get to know the characters, to understand their struggles, and to root for their success. The audience needs to feel the weight of the problem, the frustration, the fear, and the hope. Only then can they truly celebrate the victory on the other side.

This emotional engagement doesn’t happen by accident. It’s crafted with intention. It’s about asking: Who is this person? What are they up against? What’s at stake for them? And who, or what, is going to help them get through it?

Every Business, Organization, and Nonprofit Needs to tell Stories

Here’s the good news: If you’re in the business of solving problems—whether you’re a company, a nonprofit, or even an individual—you already have stories. Every time you help someone move from a place of difficulty to a place of hope, you’re creating the raw material for a great story. Every challenge overcome, every obstacle faced, every life changed—these are the moments that matter.

But you have to tell these stories the right way. Don’t just talk about what you do or how you do it. Show the human side. Introduce us to the people whose lives you’ve touched. Let us feel their struggles and their triumphs. Make it personal, make it real, and make it matter.

Moving Beyond Moments to Meaning

It’s tempting to chase trends and quick hits, especially in a world obsessed with short-form content. But if you want to make a real impact—if you want your stories to be remembered—focus on the journey, not just the destination. Give your audience someone to care about, a problem to worry over, and a resolution to cheer for.

Because in the end, the only people who don’t have stories are the people who aren’t solving problems. And every time you help someone overcome a challenge, you’re not just changing their life—you’re creating a story worth telling.

So, the next time you sit down to tell a story—on video, in a blog, or anywhere else—start with the problem. Invite your audience into the tension. And then take them with you, all the way to the other side. That’s where the magic happens.

storyteller…not videographer

For decades, when people asked me what I do, I would say, “I’m a videographer.” It was an easy answer, but over the years, I realized it didn’t quite capture the essence of my work. I am not just a videographer. I am a storyteller.

Beyond the Camera

Of course, I love using a camera. I enjoy the editing process, shaping captured footage into something meaningful. But what truly excites me is the art of storytelling—finding and sharing the moments, the emotions, and the mission that defines an organization.

After more than 25 years in video production, I’ve had the privilege of stepping into over 500 different businesses and organizations. I’ve listened, observed, and discovered that there is one thing in common - every one is filled with stories. Some are about innovation, others about overcoming challenges or making a difference. What I do is search for those stories—wherever they may be—and bring them to life through a film.

The Heart of the Work

Anyone can operate a camera, but not everyone can craft a narrative that resonates. My role isn’t just to capture what’s happening, but to listen, to dig deeper, and to communicate the feelings and values that make each organization unique. Whether it’s a story of a dedicated team member, a breakthrough moment, or a company’s mission in action, I strive to create films that connect and inspire.

More Than Just a Medium

Video is my chosen medium, but it’s not the message. The message is in the stories—the real moments, the authentic voices, the energy that drives an organization forward. That’s what I love.

So, no, I’m not a videographer. I’m a storyteller. I just happen to use video as my canvas.

If you’re looking for someone who can help you discover and share the stories that make your organization special, let’s talk. Because your story deserves to be told—and I’d be honored to help you bring it to life.

Stop Sharing your “story”

A few days ago, I sat down for lunch with a friend. As we caught up, he began telling me about a new organization he’s working with. As a storyteller, he wanted to give me some background, but then he said something that made me pause, “I need you to tell their story.”

He started to elaborate, but I stopped him mid-sentence. “Wait,” I said, “you just told me you need me to tell their story. But they don’t have just one story. They have many. The real question is—which story do they need to tell first?”

The Myth of “The Story”

In the world of marketing and branding, we’re constantly told, “Share your story.” It’s become a mantra. But here’s the truth: your business doesn’t have a single, all-encompassing story. Of course, you might say, “But we do! We have our company history, our founding story, and people need to know about it!” And yes, your origin story is important—if it’s compelling, relevant, and connects to your mission. (Hint: it usually is!)

But that’s just the beginning.

Businesses Are Story Ecosystems

Every business is an ecosystem of stories. Every client interaction, every employee journey, every product launch, every challenge overcome—each is a story waiting to be told. Your company’s history is just one chapter in a much larger book.

• Clients: Each customer has a unique experience. Their transformation, thanks to your product or service, is a story that can inspire others.

• Employees: Your team members have their own paths, motivations, and growth stories. These narratives humanize your brand and attract talent.

• Innovation: Every new product, service, or pivot is a story of creativity, risk, and learning.

• Impact: How your business gives back or supports its community is another powerful narrative.

Why Stories Matter

Relying on a single story limits your brand and your reach. Different audiences connect with different stories. Prospective clients may want to hear about customer success. Potential employees might be inspired by the growth and culture stories. Partners and investors could be interested in your innovation journey.

The most successful brands are those that recognize and share this rich tapestry of stories. They don’t just tell their history—they continually surface and share the stories happening every day.

In a future post I will share about how we take one of those many stories and then focus it down to the “Power of One.”

“Tell Me A Story”

I have two teenage daughters. (With just that one sentence I’m sure there are so many questions you have!)

From the time my girls were little, my wife Becky would pick them up from school each afternoon. This was precious time for her to connect with our girls about life and what’s going on. She used to start those conversations with the standard “how was your day?” But she soon found that that really didn’t illicit much of a response  (can I get an “Amen” from the parents out there!)

Becky works with me often, in fact we call her StoryPoint’s “Chief People Officer” Some people call themselves a people person, but Becky - well, suffice it to say that I tease her that “empathy” is her superpower. She genuinely feels for people and tries to understand each person that she meets, she also conducts many of the on camera interviews for StoryPoint. So of course it was her that thought of the simple phrase, “tell me a story.” It turns out the kids are natural storytellers. We all love to tell stories and we have so many of them to tell.

That simple lesson applies just as much to business as it does to family. Too often, companies focus on telling a single, polished “brand story”—but the truth is, every business is made up of countless stories. There are stories about your team members and what motivates them, about customers whose lives have been changed by your work, about overcoming challenges, celebrating wins, and even learning from mistakes. Each of these stories has the power to connect, inspire, and build trust.

When you invite your team, your clients, and your community to “tell me a story,” you open the door to authentic moments that go far beyond information and marketing slogans. Stories are what make your business relatable and memorable. They show the heart behind the work and reveal the people who make your company what it is.

Think about it: What if you made space for employees to share why they love what they do? Or invited a customer to tell how your service made a difference in their life? Or even shared a story about a time things didn’t go as planned, but your team pulled together and found a solution? Each of these stories is a thread in the fabric of your business identity.

Storytelling is a powerful tool for building trust, engaging your audience, and creating a lasting impression. It’s not just about standing out from the competition—it’s about forging genuine connections and inspiring loyalty, both inside and outside your organization. So, here’s my challenge to you: Don’t settle for just one story. Start asking, “Tell me a story,” within your business. Listen to the voices around you, celebrate the everyday moments, and share them with your audience. You’ll be amazed at the connections you build and the impact you make. Your next great business story is waiting to be told—maybe all you have to do is ask.