One of the best books on storytelling craft is Story, by Robert McKee. McKee describes how every great story has a clear, well-defined theme, or 'controlling idea'.

In reading Story, I realised that every purpose-led business is essentially a story, and therefore has a controlling idea too. Your controlling idea is a binary decision-making framework that dictates what work you will and won't do.

So, Core Story prompt #2 is to pinpoint a story that encapsulates and showcases your controlling idea, in a way that shows rather than tells.

Chapters:

00:00: A Lesson in Trust

04:33: Understanding the Controlling Idea

08:28: Exclusion: The Power of Focus

12:22: Size Matters: Make your Controlling Idea a Big Idea

16:34: Urgency: Why Does Your Controlling Idea Matter NOW

20:22: Recap and Reflection

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