06/02/2026
When it comes to storytelling, people don’t usually know what they want.
But they know with absolute certainty what they DON’T want the moment they see the outcome.
It’s typical. We discuss the potential outcome of an article, a reel, or a press trip with our partners. It’s a difficult question to answer because storytelling is fluid. It’s momentary. It’s about catching the right people and the right moments.
There needs to be a plan, but if you overplan it, you lose that magic “it” factor.
That’s why it’s hard for partners to pinpoint what they want to see in the end. So, we go to the field. We interview, we film, we write, and we edit. We capture the raw reality.
And then, the dance starts.
• “Can we say this?”
• “Can we show that?”
• “Are we risking too much?”
Suddenly, the fears kick in.
To avoid the “post-production panic,” here are 3 questions to ask before you send your content team out into the wild:
1. Which reaction do I want to see? (Laughter, an action, a deeper understanding, or a subscription?)
2. Who is my perfect audience?
What do they care about? What do they consume, when, and why? Create only for them, and the outcome will be much sharper.
3. Who are we actually doing it for?
If it’s just to tick a box or show your manager you’re working, maybe a simple photo post is enough?
Storytelling requires a bit of bravery.
What else would you add to this list to make the process smoother?