Be a Storyteller for Change

Your plan won't move people.
But your story will.

In the next 5 minutes, you'll build the foundation of a story that gets your audience to actually listen — and act. Answer 6 quick prompts. We'll assemble them into a story you can use Monday morning.

Step 1 of 6 · The Hero

Who is the primary audience for your plan or initiative?

Pick the ONE group you most need to move to action right now.

💡 Pro Tip
"Trying to talk to everyone means moving no one. The most effective engagement campaigns identify a single primary audience and tailor every message to them."
Adapted from IAP2 Public Participation Spectrum / EPA Public Participation Guide
Step 2 of 6 · The Problem

What problem does your plan solve for them?

Pick the closest match — then say it in your audience's own words.

💡 Pro Tip
"Concrete and specific beats abstract every time. 'Rents are climbing faster than wages' moves people. 'Housing affordability challenges' doesn't."
Adapted from Chip & Dan Heath, "Made to Stick"
Step 3 of 6 · The Answer

What does your plan actually DO for them?

Plain language. No jargon. Like you're explaining it to a neighbor over coffee.

💡 Pro Tip
"Government plans fail not because the policies are wrong, but because nobody outside city hall can understand them. Plain language doubles your reach."
Adapted from the U.S. Plain Writing Act / plainlanguage.gov
1–2 sentences. Keep it to a neighbor-at-the-coffee-shop level.
Step 4 of 6 · The Change

If your plan does what you say, what shifts will that cause with your audience?

Pick the shift that matters most for them.

💡 Pro Tip
"People don't engage with plans. They engage with becoming a better version of themselves. Show them who they get to be on the other side."
Adapted from Donald Miller, "Building a StoryBrand" + identity-based change research (James Clear, BJ Fogg)
Step 5 of 6 · The Vision

If this audience's problem gets solved, what does that unlock for your whole community?

Follow the ripple. When their problem is solved, what changes for everyone else?

💡 Pro Tip
"MLK didn't say 'I have a strategic plan.' He said 'I have a dream.' Sensory, specific pictures of the future move people. Targets and metrics don't."
✓ "When renters aren't priced out, the whole community keeps its teachers, its shop owners, and its soccer coaches."
✗ "We'll reduce housing displacement by 15% by 2030."
Step 6 of 6 · The Ask
Okay — so now you're clear on who you're talking to, and what problem you're solving for them. (Hint: that's how you get them to the table.)

So now — what do you want them to do?

What do you want them to do FIRST?

Pick the smallest, lowest-barrier step.

💡 Pro Tip
"Your first ask cannot be 'come to a 4-hour visioning session' — that's how you only ever hear from the same five people. To reach beyond the choir, start with a 5-minute ask."
Adapted from Katie Patrick (Behavior Design) + BJ Fogg Behavior Model
Important: One ask is a transaction. A sequence of asks is a relationship. Plan asks #2 and #3 before you launch ask #1.
Here's Your Story

You've got the building blocks.

Assembled from your answers. Yours to refine, share, and test with real people.

Last step

Where should we send it?

Your story, a one-page framework, and a few examples from real communities.

Your story is on its way. ✨

Check your inbox in the next few minutes. Then go test it on a real person — the magic comes from refining based on what lands.

While you're here
Catch Kim's session — "Nobody Cares About Your Plan (Yet)" — for more on putting this framework into practice. Or explore KLA's ActionReady program to bring this work to your community.
Framework Shortcut

Take the framework with you.

Too busy to build your story here? Drop your email — we'll send you the Build Your Story framework plus two examples from real communities.