1. Always tell the truth
2. Every story is an experience
3. Every story has a hero
4. Every hero has a goal
5. Every hero must meet obstacles
Because in an age of information overkill, truth is rare.
Because the audience must connect and be transformed.
Why a hero?
Because someone must drive the story.
Why a goal?
Because the audience must always feel there’s a finish line.
Because nothing worthwhile - in business or life - comes without a struggle.
The following are two excellent references that helped deepen my understanding of the rules of good storytelling. I was influenced by the first book a long time ago, the second much more recently.
1. The Hero's Journey (Joseph Campbell)
2. The Elements of Persuasion (Richard Maxwell and Robert Dickman)