Good stories don’t just inform — they move people. Over the years, I’ve realised that impactful storytelling (whether in research, leadership, or life) rests on five simple ingredients:
Authenticity – Be real. People sense truth faster than polish.
Emotion – Facts tell. Feelings sell. Let your audience feel something.
Clarity – A story that wanders, loses hearts. Stay clear and purposeful.
Conflict – Every story needs a challenge — it’s what makes the journey worth hearing.
Resolution – Leave your audience with a lesson, a spark, or a question.
Whether you’re writing a report or building a brand — storytelling isn’t about words, it’s about connection.
What’s one story that still moves you?
