A story needs a business purpose
In the workplace, a story should clarify a problem, reveal a consequence, build belief or make a recommendation easier to understand.
Relevance comes before drama
A modest but recognisable situation can be more persuasive than a dramatic story that feels distant from the audience's reality.
Specific detail creates credibility
Concrete moments, choices and consequences help audiences picture what happened without requiring a long narrative.
The meaning must be unmistakable
Do not assume every listener will draw the intended lesson. Connect the story explicitly to the decision, behaviour or perspective that matters now.
Communication creates impact when it helps people see clearly, decide confidently and move together.