Storytelling is the primary way in which we relate. To people. To brands. To products. But with stories being so integrated into our culture, why is it so easy to create a “story” that falls short, one that doesn’t connect with others?

I find that today there’s so many people today talking about story. Whether it’s a personal story, a brand story, or a corporate story. I think one of the key reasons that stories fall short is that they’re missing one of these three key aspects to a story. Here are three things necessary for an emotionally engaging story:

1. There needs to be a subject.
There needs to be a central character for emotional connection. This isn’t the montage video showing the company hard at work in all aspects with multiple interviews. This is one individual, sharing her heart for the company, her vision and hope, and ultimately how this company is changing the world.

2. There needs to be tension.
Too often we attempt to sugarcoat the challenges. When in reality we always root for the underdog. The one that needs to overcome. A story requires a challenge. Even if that challenge is something as common inefficiency.

3. There needs to be resolution.
It’s vital to establish a solution and resolution to the story. How did the persons desires and goals get achieved? How was the challenge overcome? Resolution doesn’t have to be a perfectly wrapped ending. It can still have unknowns and excitement, but it needs to bring about progress.

If you work to incorporate all of these elements in the next story you tell, you’ll find a significant increase in engagement and retention.