Think of the last pitch, roadmap or customer journey you truly remember.
Odds are, it wasn’t the perfect slide deck.
It was the story that stuck with you.
Storytelling makes us human.
Using stories helps us create alignment, drive action and create empathy.
Take our scorecard to check your storytelling skills here.
Then try these simple frameworks to increase your impact.
Sometimes the classics are the best.
Every compelling pitch, presentation, or grant application follows a natural, underlying structure. The story arc is a powerful framework that moves your audience from passive listeners to engaged supporters by creating tension and leading them to a satisfying resolution.
Here’s how you can apply this structure to your own business narrative:
Setting + Characters: This is your starting point. You set the scene by introducing your team, your partners, and, most importantly, the customers you’re building for. This grounds your narrative in a relatable, human context.
Problem: Here, you introduce the tension. Clearly articulate the problem, why it matters, and what’s at stake if nothing changes. This is the core reason your project needs to exist.
Rising Action: This is the journey of your innovation. You build your case by showing the path your team has taken, the technology you’re developing, and the obstacles you’ve overcome along the way. This demonstrates resilience and builds credibility.
Climax: This is your breakthrough moment, the proof that your solution can work. It might be your prototype succeeding in real conditions, a pilot project with promising data, or a key technical hurdle you’ve finally cleared.
Denouement (Resolution): Finally, you paint a clear and compelling picture of the future. You show the world with your project successful: emissions are reduced, waste is avoided, and customers are benefiting.
By consciously using this structure, you can turn a simple project update into a memorable business case and a dry report into a powerful call to action.
A Framework for Persuasion: The Hero's Journey
Joseph Campbell’s ‘The Hero's Journey’ is one of the most powerful frameworks for creating buy-in for a big vision. The critical shift is in how you position your audience: the listener is the hero, and your idea or product is their guide.
This changes your role from selling a solution to guiding a hero on a journey, which makes your message far more persuasive.
Here’s how to apply its structure to your own communications:
Ordinary World: You start by setting the scene. Describe the listener's current world and the status quo they understand. This builds rapport and establishes a shared context.
Call to Adventure: This is where you present the challenge or opportunity. You introduce a new idea or a path that could lead them to a better future, positioning yourself as their trusted guide.
Obstacles: Here, you show the struggle or stakes involved. By honestly acknowledging the difficulties, you build tension and demonstrate that the journey is meaningful and worthwhile.
Breakthrough: This is the turning point, the key action you want the hero to take. It's the decision to adopt your strategy, fund your project, or approve your proposal.
Return Transformed: Finally, you describe the result and the lesson learned. You paint a clear picture of how the hero's world has improved because they took the journey with you.
By structuring your narrative this way, you're not just presenting information; you're inviting your audience on a transformative journey. It's a strategic way to build trust and inspire action.