06/02/2026
When it comes to storytelling, people donât usually know what they want.
But they know with absolute certainty what they DONâT want the moment they see the outcome.
Itâs typical. We discuss the potential outcome of an article, a reel, or a press trip with our partners. Itâs a difficult question to answer because storytelling is fluid. Itâs momentary. Itâs about catching the right people and the right moments.
There needs to be a plan, but if you overplan it, you lose that magic âitâ factor.
Thatâs why itâs 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.
⢠âCan we say this?â
⢠âCan we show that?â
⢠âAre we risking too much?â
Suddenly, the fears kick in.
To avoid the âpost-production panic,â 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 itâs just to tick a box or show your manager youâre 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?