Tuesday, 24 July 2012

The Five Laws of Business Writing



1. Always tell the truth


2. Every story is an experience


3. Every story has a hero


4. Every hero has a goal


5. Every hero must meet obstacles




Why truth?
Because in an age of information overkill, truth is rare.

Why experience?
Because the audience must connect and be transformed.

Why a hero?
Because someone must drive the story.

Why a goal?
Because the audience must always feel there’s a finish line.

Why obstacles?
Because nothing worthwhile - in business or life - comes without a struggle.


The following are two excellent references that helped deepen my understanding of the rules of good storytelling. I was influenced by the first book a long time ago, the second much more recently.

1. The Hero's Journey (Joseph Campbell)

2. The Elements of Persuasion (Richard Maxwell and Robert Dickman)