Each week, we share a practical technique to become a more effective storyteller and analyze a video that demonstrates its use in the real-world.
Quote of the week
"Stories live in the tension between anticipation and release—the opening pulls us in, the middle tests us, and the ending transforms us.” Anon
Image generated using Sora
Open Strong, Hold Attention, End Well
Most stories fail in the first 30 seconds. And this was before TikTok and Instagram!
The good news is that most stories fail, not because the message is weak, but the speaker fails to draw their listeners in. The way you begin decides if people lean in. Your middle keeps them hooked. And the ending leaves them changed. Or leaves them cold.
In this issue we bring together three simple but powerful steps to help you tell stories that stay alive from first word to final note.
Open Strong. A story begins with a spark. In Great Openings, Impactful Storytelling, we saw how the first few lines aren’t about facts but about invitation. A question, a vivid image, or a jolt of surprise—these are what open the door and make your audience step inside. The stronger your opening, the easier it is to carry them forward.
Hold Attention But once they’re inside, you need to keep them with you. How to Deliver Riveting Middles reminds us that this is where stories often stumble. The middle is not filler—it’s the heartbeat. This is where you build tension, introduce stakes, and add depth so that your audience feels the weight of the journey. Done well, the middle sustains attention and heightens anticipation for what’s to come.
End Wellthen comes the close. Endings: The Lasting Note of Your Story shows us that stories don’t just stop—they resolve. A great ending leaves clarity, release, or a spark of action. It’s your last chance to shape memory, to give your audience the emotional payoff they’ve been waiting for. The right close ensures your story lingers long after the words have ended.
Want to Sharpen Your Storytelling Skills?
Next cohort of Success Through Persuasive Storytelling (rating 4.8/5) with Sri Srikrishna and Bikash Chowdhury starts on Sep 11, 2025. Registrations open.
Video
Mohammed Qahtani’s championship speech, The Power of Words, is a masterclass in storytelling - he opens strong, holds attention, and ends with impact. That’s how he won the 2015 World Championship of Public Speaking with Toastmasters International.
Mohammad Qahtani - Power of Words
Opening - hooks the audience instantly [0:15 - 1:00] Qahtani walks on stage, pulls out a cigarette, and attempts to light it. The audience laughs nervously, caught between shock and curiosity. Just as the tension builds, he says: “…people dying from diabetes is 3 times as many people who die from smoking…”
Middle – builds tension and depth [2:30 - 6:30] He contrasts how words can destroy (“You will never succeed”) and uplift (“I believe in you”). Humor, anecdotes, and repetition (“Words have power…”) keep energy alive. The middle sustains tension and proves his theme.
Ending – lands the message [7:00 – end] He closes with rhythmic repetition: “Words can make you cry… words can heal… and yes, words can destroy. Choose your words carefully.” He delivers a clear, resonant takeaway that lingers after the applause.
3 Things to Practice This Week
Rewrite one of your stories with three alternate openings. See which one makes people lean in fastest.
Look at a presentation you’ve given. Strengthen the middle by adding friction or tension—what’s at stake if nothing changes?
End with intent. Before telling a story, ask yourself: what feeling or action do I want to leave behind? Shape your close around that.