The only structure you'll ever need to tell any story, ever

Forget everything you’ve heard about structure, templates, and story arcs.

In a world where everyone’s pitching the perfect formula, the real magic of storytelling lies in three moves: sparking interest, digging deeper, and ending with a shift that leaves your audience moved.

And you might be thinking, “That sounds just like intro-development-conclusion” — and you aren’t completely wrong.

The difference, however, is that this approach doesn’t box you into a rigid formula. This structure — Spark, Dig, Shift — is something you can shape to your story, no matter if you’re giving a presentation, writing a blog post, sharing an idea on social media, or sending your mum a happy birthday text.

Why it works

Three-part structures keep showing up in storytelling because they just work. Think about it: from Simon Sinek’s Golden Circle (Why-How-What) to classic story arcs, there’s something inherently satisfying about a story that unfolds in three beats — it’s complete but leaves room to explore. But while traditional approaches rely on formula, this framework — “The Spark, The Dig, The Shift” — keeps things flexible by focusing on emotional engagement rather than step-by-step structure.

(WTF does that mean?)

It’s less about filling out a structure or parts of a story, and more about pacing and momentum. The Spark, The Dig, The Shift are like story “beats” that adapt to any format. They’re not rigid sections:

• The Spark hooks interest by dropping your audience directly into the story, instead of setting it up with background, context, or “Today, we’re going to be talking about X.”

• The Dig develops the story with open exploration, where you share insights or conflicts as they come — without a strict order or filling in every detail. You can breathe in and out or the story, depending on what story you’re telling.

• The Shift closes with a resonant moment that doesn’t tie up everything perfectly. Instead, it leaves room for reflection or action.

This structure is open-ended by design, so it can adapt easily to a short social post, a 30-minute presentation, or a blog article. It’s not about following a formula; it’s about shaping an experience that sticks with your audience.

Now, let’s dive into each section in more detail, so you can apply them in real-life:

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The Spark: The Art of Intrigue

The Spark is the why moment — not a formality or background info. It’s a raw jolt that instantly hooks the audience. This is where you invite them to care, where you create that initial, emotional pull. Think of it as dropping them right into the middle of something intriguing and leaving them wanting to know more. In Simon Sinek’s Golden Circle, this would be the “Why”, the emotional core, the thing that makes people sit up and pay attention.

What most people think they should do is get straight to setting the scene. Things like:

• “What matters most right now is X.”

• “Did you know, that 1-in-5 people…”

• “Today, we’ll be focusing on…”

Instead, try opening with a vivid image, a question, or a bold statement — something that hints at what’s coming without giving away too much.

Example: Let’s say you’re giving a presentation on creativity. Instead of starting with, “Creativity is an important skill in today’s world,” try: “You don’t need more ideas; you need to lose your fear of them.” Right away, that spark invites people to wonder, “Wait, what do you mean?”

The Dig: Explore, Agitate, Challenge

Once you’ve sparked interest, it’s time to go deeper with The Dig. Here, instead of delivering every single detail, you guide your audience through the story, sharing discoveries, struggles, and challenges along the way. This is the how, but approached as an exploration rather than a sequence of answers.

Nancy Duarte, who’s made a career studying impactful presentations, emphasises contrasts — the tension between “What is” and “What could be.” This tension keeps a story dynamic and engaging, inviting the audience to experience the journey with you. When you’re “digging,” you’re not just adding information; you’re challenging assumptions and heightening curiosity.

^^^ THIS PART IS VERY IMPORTANT.

If you come in strong, and then deflate, you’ve lost your audience. You want to think about simmering your audience’s attention, intrigue, and curiosity. Don’t come in with 100% the whole way through — that’s exhausting — but don’t turn off the heat completely in order to fill in all the context you think people need to hear. That’s when you’re sticking to a formula, and not trying to move people.

In copywriting, The Dig is called the “Agitate” in the Problem-Agitate-Solve framework. The goal here is not just to inform but to make the audience feel the importance of what you’re sharing; bring them into the story as it unfolds; let them experience the tension as the tension happens.

Example: Imagine you’re crafting a story about innovation. After sparking interest by challenging an assumption, you could dive into a common pitfall: “Most innovators focus on creating something new, but they often overlook the most critical question: Does anyone actually want it?”

Here, you’re digging into the real issue, agitating by showing how common approaches fail, and guiding the audience toward a deeper understanding. It’s the exploration of the core idea, the “meat” of the story, that keeps the audience hooked. And unlike traditional storytelling, you’re not just giving information — you’re drawing the audience through a narrative of curiosity and complexity.

The Shift: The Open-Ended Conclusion

The end is not a “resolution.” You shouldn’t try to “wrap things up.” 

Ever watch a movie or a series to the end, or read a book through to the last page, and think: “DAMN! I wish there was more?!” That’s the goal of storytelling. Sure, those films/series/books ended the story in a neat way, but they didn’t resolve everything. Otherwise, why care about more?

The Shift is about leaving the audience with a new idea, a new question, a new love, a new hate, a new catchphrase… or even just an open ending, that stays with them, and that they can continue to explore on their own.

The Shift is what journalists call the “kicker” — that final, memorable note that leaves readers thinking long after the story ends. It’s a moment of transformation rather than closure.

This taps into Chip and Dan Heath’s idea of “The Power of Moments.” We remember things that create meaning, that stay with us, and The Shift does exactly that. It’s the “What now?” that lingers, nudging the audience to consider new ideas or act in a different way.

Example: Say you’re writing a blog about effective communication. You might end with, “Next time you find yourself defending your point, ask yourself: Who’s really listening?” This is the Shift — the insight that stays with the audience, sparking something new in how they think. It’s not a perfect resolution; it’s an opening for them to reflect or apply.

What now?

Hopefully you’ve freed up some space on your desk, your hard-drive, or in your brain by throwing-out alllll the storytelling frameworks you’ve accumulated over the years.

Nice, that’s a relief.

But what now? That’s your story to tell, not mine ;)

CHEATSHEET

(Save for quick and easy reference!)

1. Spark – Light the Fire 🔥

• Purpose: Grab ‘em fast with a bold idea or challenge.

• Tip: Hint at what’s coming. No hand-holding.

2. Dig – Get Real 🔍

• Purpose: Dive into the messy, interesting stuff. Build tension.

• Tip: Show the highs and lows — keep them curious.

3. Shift – Leave a Mark 🎯

• Purpose: Drop a thought that sticks, inspires, or challenges.

• Tip: End with an open door, not a final word.

PHRASES TO GET YOUR JUICES FLOWING

(Adapt and tweak to make them feel more authentic!)

Spark

• “Let’s look at [topic] from a perspective we rarely consider.”

• “What if I told you [unexpected perspective].”

• “There’s a different way to understand [core idea]…”

• “Consider this: what if [topic] didn’t work the way we think it does?”

• “Let’s start where most people stop: [unexplored angle].”

Dig

• “Let’s lean into the nuances that usually go unnoticed.”

• “When we explore below the surface, here’s what quietly shifts.”

• “If we sit with this long enough, a different picture starts to emerge.”

• “There’s a tension here that reframes everything we think we know.”

• “As we peel back the layers, something unexpected begins to take shape.”

• “Where others stop, let’s press further. What we see is [insight].”

• “If we trace this to its roots, we find [something surprising].”

• “When we hold back assumptions, what rises to the surface is [core discovery].”

• “It’s here, in the overlooked spaces, that [topic] takes on real meaning.”

Shift

• “How does change your view on [topic]?”

• “What could this mean for you in practice?”

• “Imagine this was the part where you came on stage — what would you share?”

• “Here’s a question to ask your self in two weeks’ time: [thought-provoking question].”

• “Imagine the possibilities if we applied this perspective differently. What would be different tomorrow?”