We see it in government, media, and even our relationships. Social cohesion is fraying. Facts alone aren’t fixing it. That sense of “we’re all in this together” feels harder to believe.

But even when people lose faith in institutions, they still trust people. And people connect through story.

Knowing the answer might save your project. Or at least save you from hours of wasted time.

I think about storytelling a lot. And there’s one deceptively simple idea I find myself coming back to all the time.

Every great story has two elements working together: Intention and obstacle.

It all begins with an idea.

Behind every iconic image or moving video is a layer of infrastructure that most people never see. Getting that layer right ensures that the right stories get told, and the right people get to see them.