The preceding paragraph is a short origin story of about 100 words. It contains four elements that origin stories should offer: structure, characters, conflict, and resolution.

Structure

An origin story is just that–a story. And stories, according to the Greek philosopher Aristotle, should have a beginning, middle, and end. Aristotle’s advice still holds 2,300 years later.

The beginning of a story establishes the setting and the characters. The middle contains hurdles or conflict, and the ending resolves the conflict.

Characters

An origin story captures the company’s values, mission, strategy, and purpose. Those are abstract concepts that need to be fleshed out.

We see ourselves in other people’s stories. The key word is “people.” Abstract ideas can be embedded in a good origin story, but real people should be the ones who carry the message. If those people challenge the status quo in some way, they’re even more compelling to follow.

Conflict

I went to a screening of the Aaron Sorkin movie on Steve Jobs. Sorkin, a famed screenwriter, was there to explain the premise, and his was to focus on the tension between Jobs and the Apple board. Every great story is about “intention and obstacle,” Sorkin says. In other words, a character wants something and something gets in the way.

Overcoming hurdles is an essential ingredient in storytelling to keep listeners riveted to the narrative.

Resolution

A story must end. But how? With closure and, in most cases, a happily-ever-after. After a character struggles and overcomes daunting odds, audiences are relieved that the person finds what they’re looking for–or at least is transformed by the experience.

In a business origin story, the ending simply wraps up the story with a solution to the problem or a resolution to the conflict.

I’ve been a full-time CEO communication coach for nearly two decades, and I can confidently say that investors, the media, and the public all crave an origin story. But they don’t want to hear just any story. Instead, they want a compelling story that pulls them along on the journey and inspires them at the end.