Mulholland: A story is probably not compelling in itself unless it has some meaning or the reader or the listener can see something in that that challenges their assumptions or beliefs. The way I explain story to people is I use, and it's not even a metaphor. It's a true story here. Your story is the peanut butter. That's what you need to get inside them. Most people come to me and they say, hey, I've this great peanut butter which will give your audience a really sugar rush. They'll feel lovely when you've gone and changed nothing. Whereas if you come to me with an example of what you're trying to explain then we explore finding