Tip #7: Avoid starting your story with the problem. Instead, start with the “Normal.”
Written by Dr. Sally Perkins , Authenticx
Occasionally, a good movie will submerge the characters, and by extension you, the audience, into a conflict or a crisis within the first few seconds of the film. You’re hooked, your cortisol is already up, and you have to know what comes next.
But inevitably, for the story to work, at some point you must know what the “Normal” was for the characters prior to the crisis to understand what those characters want and why.
But in contrast to audiences of Hollywood storytelling, audiences of data-backed stories usually need to be grounded in the “Normal” before getting to a crisis or problem. To jump into the crisis could raise unnecessary questions, doubt, skepticism, or fear about where this crisis is coming from and whether it’s real. Instead, audiences are typically more open-minded about the “problem” of the story if they understand where it’s coming from.
“Normal” might be established by simply stating the parameters of the data that are the basis for the story — for example, the data source, the time frame, and who or what the data represent. “Normal” might offer a few data points the audience is not surprised by, like a stable trend or even a growth point worth celebrating. This establishes context and perspective that enables the audience to fully grasp the upcoming “problem” part of the story.
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Think about a time when you started your story in the middle and skipped the “Normal.” What results did you get? Post in the thread below!
Sally Perkins serves as Sr. Manager of Storytellers at Authenticx. She analyzes quantitative and qualitative conversational data from which she crafts impactful data-backed stories that offer insights into how professionals across industries, such as healthcare, can improve the customer experience and their business outcomes.
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