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.

In sales storytelling, the customer must always be the hero who overcomes a challenge. The salesperson's role is that of a trusted guide who provides the plan and tools for the hero's success. This framework builds customer confidence without making the salesperson seem arrogant.

DreamWorks co-founder Jeffrey Katzenberg argues that successful businesses are built on compelling narratives. Storytelling is essential for recruiting top talent, securing investment, and acquiring customers, making it a foundational skill for any leader, not just a creative department's job.

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.

Rivalries like Uber vs. Lyft or Coke vs. Pepsi aren't just competition; they create a mutually beneficial narrative. The Grinch's popularity as an antihero reinforces the value of heroic Christmas figures. Consumers embrace the villain, which in turn strengthens both brands.

Marketing often mistakenly positions the product as the hero of the story. The correct framing is to position the customer as the hero on a journey. Your product is merely the powerful tool or guide that empowers them to solve their problem and achieve success, which is a more resonant and effective narrative.

Paul Levesque's creative philosophy is that modern audiences reject one-dimensional bad guys. The most effective antagonists are those who genuinely believe their actions are right, creating a nuanced conflict that reflects the real world's moral ambiguity and resonates more deeply with viewers.

A story's core mechanic for engagement is not just emotion, but the constant betrayal of the audience's expectations. People are drawn to narratives, jokes, and songs precisely because they want their predictions about what happens next to be wrong. This element of surprise is what makes a story satisfying and compels an audience to continue.

The book title "Make Brilliant Work" is forgettable, while "Steal Like an Artist" is compelling because it contains a conflict—artists are supposed to be original, not thieves. This principle of juxtaposition can be applied to any writing by introducing opposing ideas to create immediate tension and capture attention.