Story is about eternal, universal forms, not formulas.

Given the choice between trivial material brilliantly told versus profound material badly told, an audience will always choose the trivial told brilliantly.

Story is about originality, not duplication

Don't be didactic - don't write about poverty. Write about poor people. When you dramatize their lives and let life and characters be your inspiration, you will express the 'idea' dynamically and without preaching.

Life is chaotic and meaningless, and you have to find your meaning. You must find the answer, you can't just live. That's the point of story: helping you find your meaning in life.

Aristotle said time is a measure of change, and this movie is about changing in time, through time, while remaining the same person. That's a philosophical paradox and a moral dilemma. But 'Casablanca' says it's possible. You can have both. That's what it means. And that's my wish for you: that you would have both.

The Business story is designed to trigger the listener to take an effective action. If it doesn't, the story fails.