Leading Practices:
Design the story for specific audiences, there is no such thing as a generic listener: Be explicit about who the audience is and what they already believe, fear, or need. A story without a clear audience is just information.
Use Head, Heart, and Eyes as distinct lenses—not repetitions: The head clarifies evidence, the heart surfaces emotion, and the eyes make the situation tangible.
Make the ask explicit, specific, and proportional: Clearly state what you are asking the audience to do, decide, or support—and why that ask makes sense.
