What Makes a BRILLIANT Story?

In our last blog post, we shared the truly remarkable stories from the Olympics that captivated the world and left a lasting impression.

It’s not the flashy gold medals that made these narratives powerful; it’s how they resonated with us. They were captivating, real and inspiring.   Whether you’re a seasoned pro or just beginning your career, every marketer, communicator and storyteller can take away lessons from this year’s games to elevate their approach to storytelling.

Good stories are always appreciated, but brilliant stories are the ones that go viral. They’re the ones people can’t stop talking about and sharing.

Brilliant stories spread like wildfire because they connect with something deep within us. When a story is truly brilliant, it doesn’t just capture attention; it pushes people to share it with others.

Those who hear it can’t help but talk about it because it’s just that good.

But what exactly makes a story brilliant? Our team has identified what we see as key elements that elevate a story from good to unforgettable: the importance of authenticity, the power of emotions, and how a well-crafted narrative leaves a mark. 

By understanding these elements, we can create stories that captivate and inspire.

It starts with writing.

Stories are only as good as how they’re told. Brilliant writing is at the heart of every remarkable story. 

Words inform. Words inspire. Words bring audiences together.

The power of words, when chosen carefully, can be transformational. But brilliance in writing doesn’t necessarily mean complexity.

One of the most important qualities of a good story is brevity. Compelling stories can stand on their own and don’t need fluff.

Writers should choose every word carefully, as every word should serve a purpose and propel the story forward. Brevity is a superpower.

Concise writing, however, is just the beginning. Stories with brevity are important, but the ones that stay with us are the ones that make us feel something.

It continues with an emotional connection.

Whether it makes us well up with tears or beam with joy, emotions transform a simple narrative into a memorable one. Emotions create a bond between the storyteller and the audience, making us feel like we lived through it.

Not every story needs to bring tears to evoke an audience’s emotion. Human emotions are vast and complex. It can take shape as admiration for a main character, disgust in the antagonist, or even worry that the conflict in a story will go unresolved.

Emotions are evoked through the development of important characters. Most importantly, the hero.

Traditional heroes aren’t a necessity: the hero could be a product, a brand, or even the consumer themselves. What matters is the journey—the challenges faced, the growth experienced, and the resolution reached.

A hero’s journey gives a story its structure and makes it relatable. Whether it’s a brand overcoming a challenge or a customer achieving success through a product, the journey provides a framework that audiences can follow, root for, and, ultimately, connect with.

It ends with a connection.

Even stories that have all these important elements can still fall flat.

The biggest mistake most storytellers make is a fundamental misunderstanding of the audience. Stories that are not created with the correct audience in mind miss the mark and lack connection. Without a clear objective — such as informing or persuading — even the most well-written story can fail to reach its potential.

Truly learn your audience’s pain points. Discover their desires and motivations and let them guide your storytelling journey. Create an authentic story with your audience’s expectations in mind. 

What expectations will they be most responsive to? What story elements will bring their expectations to the surface? 

Understanding your complex audience will guide every endeavor in storytelling. Your audience should be the guiding light.

A good story is not just about the content; it’s about how it resonates and how audiences interact — and share — it. It must be authentic, captivating, and true to your brand and, more importantly, your audience.

But our story’s not over just yet… What did we miss? What key elements do you find critical when you’re developing a new story?