SlideShare a Scribd company logo
Key ingredients
to a good story
You have 8
seconds to grab
people’s
attention
Hook
Transformation Allowing audience to
understand and feel
transformation
helps provide a
memorable
experience
Connection
Making the story
relatable to the audience
drives connection
and buy-in
Authenticity
An authentic
story is more
relatable and
compels
people to
support you
Conflict
Conflict keeps
your audience
curious and
asking “what
next?”
Structure
This is how the world
works and what we
connect with
subconsciously —
there is a beginning,
middle and end
Want to learn more
about storytelling
for business?
Contact
Alexandra.fulford@pharmaguapa.com

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