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Only Connect by Robert Mighall

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chapter two

What Makes a Story

As I suggested earlier, there is no real secret to what makes a story ‘a Story’ and most experts on the narrative craft tend to agree on its essential ingredients. For the purposes of using story as a brand and communications discipline, I’ve boiled these essential ingredients down to three: clarity, coherence and emotional connection. My aim is to make storytelling in this context as intuitive to practice as it is to identify in the works that move us in any medium. For me the essentials of good practice are found in clarity of theme, coherence of thread and the ability to connect emotionally. Bring these things to your communications practice and you are starting to tell a story.

Clarity

When I was the editor ...

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