Show conflict

Conflict is the force that drives a story. No conflict, no story. Conflict sparks interest.

Conflict happens whenever someone wants or needs something and must fight for it. This ‘something’ can be a lot of things: an object, love, survival, etc. 

If we take this to brand storytelling, customers won’t be interested in your story, if it isn’t relevant to a ‘conflict’ or problem they are struggling with.