Chapter 42. Punchy, Compelling Story


Apathy can only be overcome by enthusiasm and enthusiasm can only be aroused by two things: first, an ideal which takes the imagination by storm, and second, a definite intelligible plan for carrying that ideal into practice.

 --Arnold Toynbee


Using a punchy, compelling story sums up your most urgent need as you begin to attempt to convert your idea to value. Can you weave a story that is punchy and compelling? Can you touch on a few features and few benefits? Will the story prompt immediate action by the listener? Can it be short and gut wrenching? Is it something that would survive well the old telephone game where it travels from one talker to another?

Relevance—Why Add This Element?

The scoring ...

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