Linear, chronological stories ("this happened, and then this happened") are boring. To create dynamism and energy, structure a narrative around conflict and consequence. Using connecting words like "but" and "therefore" creates an engaging up-and-down path that keeps the listener hooked.

Many leaders mistake a chronological summary or a problem-solution statement for a story. True storytelling, like that used by Alibaba's Jack Ma, requires a narrative with characters, conflict, and resolution. This structure is what truly engages stakeholders and persuades them to join a cause.

The brain releases a cocktail of five chemicals (oxytocin, dopamine, etc.) when it recognizes a story. To activate this response immediately, begin by stating where you were and what you were doing. This bypasses boring exposition and instantly engages the listener's brain, a technique rooted in evolutionary survival.

Successful content creators hook viewers by structuring videos around a problem and solution. This instinctively follows the classical three-act structure (setup, conflict, resolution) identified by Aristotle. Marketers can create more compelling content by deliberately applying this timeless framework, even for short-form videos.

Instead of concluding each point cleanly, structure your video so each segment teases or leads into the next one. This creates a continuous loop of anticipation, similar to how TV shows use cliffhangers before commercial breaks, keeping viewers engaged throughout.

Avoid boring, chronological "this happened, then this happened" stories. Instead, structure your narrative to constantly pivot using words like "but" and "therefore." This creates dynamism, energy, and a feeling of suspense, making the story feel like an unpredictable journey rather than a straight line.

Beginning with "where was I and what was I doing?" triggers an evolutionary response in the listener's brain, releasing five key chemicals (like oxytocin and dopamine). This immediately makes the audience attentive, trusting, and better able to retain the information that follows.

Apply the three-act structure (setup, conflict, resolution) to business communication. Go deeper by planning around 'beats'— pivotal moments like an inciting incident or a low point—to create an engaging narrative flow, even in a simple Zoom meeting.

Ken Burns explains his narrative technique focuses on the interplay between the macro (historical figures, grand events) and the micro (a 10-year-old girl's perspective). This tension is key to creating a holistic worldview and providing audiences with unique perspective, avoiding the trap of a single, limited lens.