Once you have that, another important thing is conflicts. Conflict, right? Scary words, maybe your company your brand your candidate, you don’t want conflicts in your presentation, in your story, but if you don’t have a conflict you will not have story. Conflict is what people pay attention to because we all use stories as cultural tools to learn which are the social norms in any community. Therefore, as storying away and thanks to conflict, it’s a case study where people pay attention to that conflict and they think what would I do if I was a main character and I have to confront that situation.

人们对冲突往往会投入更多关注；
人们会代入冲突，会设想如果换作是我我会如何处理冲突.