Find a 5-second moment - A story can’t only be a series of remarkable events. You must start as one version of yourself and end as something new. Transformation is key (e.g., I was lost, now I’m found).

Start with the end to find your beginning - Find the opposite of your transformation and that’s the start. It’s how you create an arc.

Don’t tell other people’s stories - Tell your own. But feel free to tell your side of other people’s stories as long as you are the protagonist.

Begin with motion - Walking, watching running, talking etc. This pulls people in.

Pick an elephant (aka stakes)- A thing that helps the audience understand where the story is headed and gives a reason to listen. Great stories start with one kind of elephant (e.g., happy) and end with an entirely different one (e.g. sad).

Create a movie in the audience's mind - Every moment of your story needs a location attached.

Use But / therefore (and their synonyms) - Here’s an example:

1. “I spilled hot coffee on my lap while driving and crashed into a tree. (and) The cops thought I was drinking and they arrested me.”

2. “I spilled hot coffee on my lap while driving so I swerved out of traffic and hit a tree. But when the police arrived, they kept their distance. Instead of helping, they thought I was drunk so they arrested me. ”

“and” = simple, forward movement.

“but” and “therefore” = zig-zagging movement (see changing color elephants above).

Make it relatable - Most people can’t relate to a shark attack or a parachute not opening. If your story is crazy, figure out how to make it more relatable.

Don’t aim for a fairytale ending - The best endings close up the main questions but don’t have you living happily ever after. They offer small steps, marginal progress, and questionable results.