Chapter 4
THE STORY-MAKING LAWS
CRAFT YOUR STORY
With endless opportunities to uncover compelling stories, how do you craft them for maximum impact?
The previous three chapters all help you to establish the baseline for your brand storytelling strategy. In Chapter 1, you went on a journey of self-reflection by identifying your macro story that defines who you are and what differentiates you. In Chapter 2, you stepped outside of your box to understand how customer, brand, industry, and cultural insights shape your brand storytelling goals and overall strategy. Then in Chapter 3, you went on a creative adventure down the storytelling rabbit ...
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