How to Create a Story: a 5-step Process

Study after study confirms that stories have unparalleled power to captivate audiences and persuade them to act in our favor.

But how do you go about crafting a story? Here’s a step-by-step guide that will show you how to create a story that will help you win hearts, change minds and get the results you want — whether it’s convincing a customer to buy, an employee to get on board or a skeptical public to come around to your point of view.

First, a Story: Estela & the Candy Factory

To bring th...