The Principles of Storytelling

Storytelling is a buzzword tossed around frequently these days,

especially in marketing circles. It’s true that telling stories are one
of the best ways to stand out among the constant onslaught of
content and advertising.

But newsflash: not everything is a story.

So what is a story? It might seem like a silly question. Yet, do we

really know what distinguishes a story from everything else? It’s
one thing to talk about storytelling and quite another to do it.

Here are four fundamental principles that separate the true stories
from the pretenders: character, context, conflict and creation.

Character
Go ahead. Name a story without any characters. Yeah, that’s what
I thought.

A character adds a face to the story. They give the events of the
story perspective. Characters allow the audience to see themselves
in the narrative and empathize.

Without characters, stories would be unrelatable, uninteresting,

not to mention, implausible. In other words, not much of a story.

A main character gives the story focus and personality. Character

development describes changes that a character undergoes during
the course of the narrative. The better the characters, the better
the story.

Context
Stories do not exist in a vacuum. They happen in a specific time
and place — better known as a setting. The setting gives an
audience much-needed context for the story.

When and where a narrative transpires provides the audience with

a crucial framework. Afterall, a story taking place in outer space
during the year 2052 might look slightly different from a story
happening in Renaissance-era Italy.

Setting provides the internal context for every story. Stories also
have two important external contexts — audience and medium.

Who are you telling the story to? And how are they receiving the
story? Audiences matter because who you’re talking to can change
what you say. The same is true for the storytelling format. Stories
in printed books are experienced differently from those shown in
online videos.

Always consider your setting, audience and medium when

storytelling. Because context matters.

Conflict
The not-so-secret ingredient to a good story is conflict. What’s the
point of a story without conflict? A story without conflict is like a
sporting event without an opponent.
Conflict drives the action of the story. It supplies the tension that
motivates the characters. Conflict also gives a framework to the
narrative. Stories typically begin with the introduction of a
conflict. They end once the conflict is resolved.

Without conflict, there’s nothing to move the characters or frame

the narrative. Without conflict, there’s nothing to resolve at the
end. Without conflict, there’s no reason to tell the story.

More than any other principle, conflict is the most indicative of

true storytelling. Any anecdote or rant can have characters and
setting. But conflict sets real stories apart from the rest.

When you’re telling a story, be sure to find the tension and bring it
to the forefront.

Creation
If the first three principles define the story, this one defines the
telling. Creation pulls together characters, context and conflict
into one comprehensive narrative.

The greatest characters and most interesting conflict in the world

are no good if they aren’t shared in a compelling way.

Every storyteller has their own unique voice and style. These both
come into play as you craft the story in your own way. From the
words used, to how the narrative is structured, creativity plays an
important role in the storytelling process.

Two virtues really matter when creating a good story — clarity and
consistency. A story is no good if it’s too confusing or can’t agree
with itself. As long as you remain clear and consistent, you can’t go
wrong.

The Original Storyteller

Now you know how to identify a story from the other nonsense
floating about. But how do you put these principles into practice
and start telling better stories? I’m glad you asked.

These were the questions that inspired me to write my new

book, The Original Storyteller.

It’s a daily devotional dedicated to helping you become a better

storytelling in 30 days. Best of all, it draws on the example of other
great stories to show you how it’s done.

The Original Storyteller now available on Amazon in both print

and digital formats. Be sure to also check
out www.OriginalStoryteller.com for more information and a free
preview of the book.