The Harvard Business School has proven the effectiveness of storytelling to communicate even the most complex issues. But how do we create an effective story. This interview with McKinsey provides some valuable insights. Good stories have three components: a strong beginning, a strong end, and a point of tension. Most people confuse stories with situations. They’ll tell about a situation: X happened, Y happened, Z happened. But a good story takes Y , the middle part of the story, and creates tension or conflict where the reader or the audience is drawn into the story, what’s going to happen next. Treating stories as assets is an underrealized idea right now. Stories serve as glue to unify communities. Stories spread from employee to employee, from consumer to consumer, and, in some cases, from employee to consumer or consumer to employee. Stories are much more memorable than statistics or simple anecdotes and are a mechanism that allows co...