The Three Crucial Questions

So how do we make the story our company is telling clear?

Remember, the greatest enemy our business faces is the same enemy that good stories face: noise. At no point should we be able to pause a movie and be unable to answer three questions:

  1. What does the hero want?
  2. Who or what is opposing the hero getting what she wants?
  3. What will the hero’s life look like if she does (or does not) get what she wants?

from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller