Four principles are by no means exhaustive:
•Simpler is better.
•More is better.
•Different is better.
•Creativity is better.
For truths of the story teller:
it must be true to the teller, embodying his or her deepest values and conveying them with candor;
true to the audience, delivering on the promise that it will be worth people’s time by acknowledging listeners’ needs and involving them in the narrative;
true to the moment, appropriately matching the context–whether it’s an address to 2,000 customers or a chat with a colleague over drinks–yet flexible enough to allow for improvisation;
and true to the mission, conveying the teller’s passion for the worthy endeavor that the story illustrates and enlisting support for it. In this article,