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.

South Park's creators use a simple rule: if you can connect your story beats with "and then," you have a boring list of events. If you must use "but" or "so," you have a compelling narrative of cause and effect. This creates unresolved tension and keeps the audience engaged.

For narratives spanning long periods, don't tell them chronologically. Start at the end (C) to hook the audience, go back to the beginning (A-B) to provide context, and then return to the present (C). This structure, used in films like 'Forrest Gump', makes disjointed timelines feel cohesive and engaging.

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 word "but" is the most effective word for maintaining viewer retention because it signals a conflict or a change in direction. Conflict is the engine of storytelling and holds human attention. A script where sentences can be logically connected by "but" or "therefore" is inherently more engaging.

Structure a presentation by alternating between the current, problematic reality ("what is") and the aspirational future your solution enables ("what could be"). This contrast, used by leaders like Steve Jobs, creates tension and makes your call to action more powerful.

Traditional storytelling is too slow for Reels. Instead, increase retention by creating a series of "curiosity loops." Each loop consists of a clear setup that creates an expectation, followed by a better-than-expected or surprising payoff that closes the loop while often opening another.

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.

Instead of a traditional story structure, present the most exciting outcome first. This immediately creates either allies who want to believe or skeptics who want to challenge you. Both states are preferable to apathy, as an engaged audience is a listening one.