Good storytelling starts with understanding the audience's problem and pursuit, including painting a picture that co-creates a reality reflecting comprehension of the problem and hinting at a better future through specific people, challenges, imagery, and feelings. Specificity in storytelling involves including distinguishable characteristics that the audience can relate to, like in Nike's ads with LeBron James, which focus on a particular person facing a relatable challenge and depict a progression of specific feelings from defeat to victory and resilience.