How to Tell ANY Story

Once you learn these steps, you’ll start spotting them everywhere.

From binge-worthy TV to campaign videos to donor appeals, the same five building blocks show up again and again. Not because they’re formulaic, but because they match how people naturally process information and emotion.

Here’s a simple breakdown you can use in your own work, along with a few bonus tips from our team.

1. Context

Every story needs a clear starting place. Set the scene so people understand where we are, who’s involved, and what’s at stake. Open the door gently and ease your audience in.

Bonus tip: Use storyboards for the opening. Even a quick napkin sketch makes it easier to check pacing and clarity before you start producing.

2. Intention

Strong stories are driven by a want. Make that motivation tangible and relatable so your audience can latch on emotionally. Whether the goal is survival, success, or change, clarity here builds connection.

Bonus tip: Consider what your audience already knows (or doesn’t know). Be mindful of their assumptions and preconceptions. Your first job is to meet them where they are.

3. Obstacle

Friction is what keeps people engaged. A barrier, tension, or risk that makes the goal harder to reach is what raises the stakes and keeps the story alive.

Bonus tip: On fast-moving platforms, you may have only seconds to introduce tension. Keep it sharp and relatable, but don’t overcomplicate it. Focus on the one barrier that matters most.

4. Action

This is where the movement happens. The choices, efforts, and turning points that push the story toward change. Don’t skip straight to the outcome — the action is what makes the resolution feel earned.

Bonus tip: Don’t just skip to the finish line. Show the pivotal choices, the risks, and the momentum that lead to change. Ask: How does the struggle unfold in a way that feels real?

5. Outcome

Close with both resolution and meaning. Show what happened, what changed, and why it matters. This is the moment your audience connects the dots and decides whether the story sticks with them.

Bonus tip: Always tie the ending back to your content goals. The resolution should nudge people toward the next step, whether that’s reflection, sharing, or taking action.

The truth is, these five steps show up in every great story. But using them in a way that feels natural, engaging, and true to your organization’s voice? That’s the part that takes practice.

If you want help shaping stories that inform, inspire, and build trust, we’re here when you need us.