Great storytellers understand the most critical interaction for their brand. It is the point where a prospect makes the decision to become a buyer.

When you understand this point of inflection, you can begin to understand what motivates your prospect.  This is where smart storytelling begins.

For some brands, the most critical interaction happens with an impulse purchase.  For others it takes months to get to a buying decision (for example, the decision to choose a new financial advisor). In each case, there is a point when the prospect makes the shift. 

Understanding what causes the shift can inform the kind of help you can deliver to prospects so they can make smart decisions.  That is the foundation of relevant and meaningful brand storytelling.  

Before you begin your next effort, get deep into your most critical interaction. Then prepare to write your next great brand story.