54:43Philipp Humm · Tutorial
7 Years of Storytelling Advice in 54 Mins
Twenty lessons from seven years of coaching — from the CART structure to committing to a big goal before you feel ready.
September 28th 2024The argument in one line.
Every weak story fails the same way — it summarizes instead of zooming in, and the five in-the-moment elements (Location, Actions, Thoughts, Emotions, Dialogue) are the only tools you need to fix that.
Read if. Skip if.
READ IF YOU ARE…
- You speak, present, pitch, or publish and know your stories land flat but cannot pinpoint why.
- You have been told to be more engaging or tell more stories but received no concrete technique to act on.
- You are comfortable with the content of your message but feel your delivery lacks presence or punch.
- You are building an audience through video, podcasts, or speaking and want your personal stories to convert listeners into believers.
SKIP IF…
- You already work with a speaking or storytelling coach and have an established framework you practice regularly.
- You are looking for narrative structure theory (three-act, hero journey) — this is about sensory in-the-moment delivery, not plot architecture.
The full version, fast.
Most people tell stories by summarizing events — staying at a helicopter level where audiences hear facts but feel nothing. The fix is a five-element framework (Location, Actions, Thoughts, Emotions, Dialogue) that forces the teller to zoom into the specific sensory moment of the story. Each element works as a question: Where were you? What were you doing? What were you thinking? What were you feeling, shown on your body? What were the exact words spoken? Two case studies — a John Krasinski customs-agent anecdote and a Sarah Willingham boardroom story — show all five elements firing together, turning bare facts into a scene the listener inhabits rather than merely hears.
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00:00 – 00:46
01 · Hook + John Krasinski example
Opens with a packed-auditorium B-roll, then cuts to host framing the promise. Plays a John Krasinski customs-agent story to model the zoom-in principle before naming any technique.
00:46 – 01:32
02 · The core principle: helicopter vs. trenches
Names the failure mode — summarizing events instead of entering the moment — and sets up the five-technique framework.
01:32 – 02:28
03 · Technique 1: Location
One word (conference room, living room) triggers the listener's own mental image. Warning: over-describing kills it.
02:29 – 03:17
04 · Technique 2: Actions
State the verbs — what you are physically doing. Brings momentum and signals the listener will not be wasting their time.
03:17 – 04:28
05 · Technique 3: Thoughts
Share raw, unfiltered in-the-moment thoughts. Neurotic and juicy beats polished and professional every time.
04:29 – 05:38
06 · Technique 4: Emotions
Show the emotion on the body and face rather than naming it. Physical manifestation is visual; a stated emotion is not.
05:38 – 07:01
07 · Technique 5: Dialogue
Quote exact words, not paraphrases. Keep dialogue punchy and real — formal-sounding dialogue is momentum death.
07:01 – 08:35
08 · Live example: Sarah Willingham
A full 60-second boardroom story analyzed in real time. She walked in late, was mistaken for the coffee girl, made the coffee, served it, and closed the deal while watching the lawyer's confidence collapse.
08:35 – 08:58
09 · Close + CTA
Tease of an advanced techniques follow-up video and subscribe prompt.
Lines worth screenshotting.
- Summarizing a story is the single most common reason it fails to land — the fix is not more detail, it is the right detail.
- Stating the location in one word (conference room, kitchen) triggers the listener's own mental image without you having to describe anything.
- Over-describing a location (big table, TV, wooden floor) is the beginner mistake — the audience's imagined version is always more vivid than your inventory of the room.
- Actions and verbs carry forward momentum; the moment you say what you were doing, the listener knows you will not waste their time.
- Raw, slightly neurotic in-the-moment thoughts are more relatable than polished emotional summaries.
- Sharing thoughts that sound too intellectual signals that you have filtered the humanity out of the story.
- Stating an emotion is not the same as showing it — 'I was relieved' tells; 'I leaned back and let out a long breath' shows.
- Showing emotion on the body or face gives the listener something to visualize; named emotions give them nothing.
- Dialogue is the most powerful single technique because it forces you into the exact words, which are always more vivid than your summary of them.
- Juicy, punchy dialogue is a skill — formal-sounding paraphrases kill the moment instantly.
- A 20-second story told in the moment — with location, action, and real dialogue — lands harder than a five-minute narrative that stays at summary level.
- The Sarah Willingham boardroom story works because every element is sensory: she names the room, states her actions, shares her thought, and shows the emotion by watching the color drain from the lawyer's face.
- The audience builds their own mental film from your five elements — your job is to give them the raw footage, not the edited recap.
Five questions that turn any flat story into a scene.
WHAT TO LEARN
Weak stories fail at the same point every time — they summarize instead of zoom, and the fix is five specific questions you ask yourself before you open your mouth.
- State the location in one word — conference room, kitchen, airport — and let the listener build their own version; the moment you over-describe you steal the visualization from them.
- Name the action you were doing in that exact moment, not the backstory that led to it; verbs carry momentum and signal that you will not waste the listener's time.
- Share the thought you had in real-time, not the cleaned-up version — raw, slightly neurotic inner monologue is more relatable than any polished summary of how you felt.
- Show the emotion on your body or face rather than naming it; 'I leaned back and let out a breath' gives the listener something to see, 'I was relieved' gives them nothing.
- Quote the exact words that were said, not a paraphrase — real dialogue, even when brief, is the fastest way to put a second voice in the room.
- Formal-sounding dialogue kills momentum instantly; pick the punchy, real-world version of what was actually said, not the version that sounds professional.
- The Sarah Willingham boardroom story demonstrates all five elements firing together: one location named, three clear actions stated, one real-time thought shared, one physical emotion shown, and two lines of exact dialogue — and the whole story runs under ninety seconds.
Terms worth knowing.
- Helicopter level
- Telling a story from a high-altitude summary perspective — stating what happened without dropping into the sensory details of the moment. The opposite of zooming in.
- Zooming into the moment
- The storytelling shift from summary to scene — placing the listener inside the physical, sensory experience as it unfolded rather than reporting it from memory.
- LATED
- An informal acronym for the five in-the-moment storytelling elements: Location, Actions, Thoughts, Emotions, Dialogue.
Things they pointed at.
00:23channelJohn Krasinski customs-agent story
07:02linkSarah Willingham BBC interview clip
Lines you could clip.
01:14
“The best stories don't just summarize events. They don't stay at that helicopter level. They zoom into the moment.”
04:24
“Give us the raw unfiltered thoughts. Give us those a little bit, like, ranchy, juicy, a little bit neurotic thoughts.”
05:32
“Showing the emotion makes it much more visual. It takes us into the specific moment of the story.”
Word for word.
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00:00Hey there. Storytelling is one of the most powerful tools to hook your listeners and keep them glued to every word you say. But hey, a lot of the advice that is out there make it sound way too complicated.
00:12But the truth is storytelling is actually pretty simple. If you know what really matters, if you just give me nine minutes, you'll discover the five storytelling techniques to tell insanely good stories.
00:23But before we do that, let me show you quick example by John Krasinski,
00:28whom you might know from The Office. It's a twenty second story, so really short, but it's so powerful. By the end of today, you'll know exactly how to tell stories just like him.
00:37And then I said, yeah. And he says, says, uh, who are you visiting here? I said, my wife.
00:40And he says, is she an actress? And I said, yeah. I said, would I know her?
00:43And I I don't know, man. Her name's Emily Blunt. He goes like this.
00:45He goes, you?
00:50And I went, yeah. And he goes, you? You
00:53married Emily Blunt. And I go, yeah. And he goes, yes.
00:56Okay. Go. Did you notice what he did there?
00:59He didn't just summarize the events. Didn't say, oh, yeah. Back then, I was at customs and the agent asked me what I was doing and I responded I was an actor, then he was very surprised.
01:07He doesn't do that. He doesn't summarize the events. Instead, he zoomed into the moment of the story.
01:13The best stories don't just summarize events. They don't stay at that helicopter level.
01:18They zoom into the moment. They take us into the trenches. They let us be part of that physical moment.
01:25The good thing is it's not that difficult. I'm now gonna show you five techniques that you can use in all of your stories. First technique, location.
01:34Say where you are. The best stories start by stating the location. Where are you physically?
01:40Examples. Two weeks ago, I'm sitting on my couch in my living room taking a deep breath. Or September 2019, I'm standing in front of the conference room ready to walk inside.
01:51Now why does it matter to state the location? Because the moment you say conference room or living room, your audience will start to visualize it.
01:59They are like, oh, yes. I I know a conference room, and they start to visualize their version of that conference room. Now beginner storytellers, they often do the mistake that they give too many details.
02:10They're like, oh, in that conference room, there was a big table, a television, and a wooden floor.
02:17Like, don't do that. Don't do that. It doesn't matter.
02:20Just state the location. As long as they can visualize it, it doesn't matter all the details. They have their own version of that location.
02:29Second technique, actions. What are you doing in that specific moment of the story? Instead of giving way too much context about all the random stuff that doesn't matter, just say, what are you doing in that specific moment?
02:41That can be walking, biking, shouting, reading, waiting, whatever it is. Just state the actions, state the verbs. Examples, I'm in my office, I open my laptop, and start reading a message by my manager.
02:55Or two weeks ago, I'm at the airport waiting in line at security. And why does it matter to state the actions? Because it brings in forward momentum.
03:05It takes the listener right into the moment. When you do that, your audience will immediately know that you won't waste their time. You're straight away taking them into the most important part of the story.
03:16Third technique, thoughts. What are you thinking? We as humans have thousands and thousands of thoughts every single day.
03:23A lot of those thoughts are hopes, dreams, plans, fears, worries, crazy thoughts. Now share some of those thoughts of that crucial moment of the story. Example, instead of saying, I was excited to meet my crush, say, I thought, ah, this would be so cool.
03:40Right? Finally, I can see her after all that time. Or instead of saying, I was very disappointed about that presentation, say, I thought, oh, man.
03:49This is bad. Right? Everyone will think now I'm stupid.
03:52I can never go back there. Do you see the difference? It's a tiny tweak, but it makes any story more interesting.
03:58But, hey, a common mistake is that people share thoughts that sound too professional, too intellectual. They say something like, I thought this represents a supreme opportunity.
04:11Now would your thoughts actually sound like that? Probably not. Right?
04:16And so what you wanna do is when you share your thoughts, give us the raw unfiltered thoughts. Give us those a little bit, like, ranchy, juicy, a little bit neurotic thoughts.
04:26Now that will make your story much more relatable. Fourth technique, emotions. What are you feeling?
04:32The best stories, they're emotional. They take the listeners on this emotional journey. And now with the thoughts with the previous technique, you know now one technique to make it more emotional, but there's another one.
04:43The simplest way is to just state an emotion. So you say something like, I was disappointed.
04:49I was relieved. I was happy. Now that is pretty standard.
04:52Right? That is what most people do, but it's not ideal because it is not really visual. Right?
04:58When you hear someone saying, I was disappointed, well, you cannot visualize it. And so the better way is to show the emotion. Show how it looks on the body, on the face when you experience that emotion.
05:10Let me give you some examples. Instead of saying, I was relieved, say, in that moment, I leaned backward and let out this big, or instead of saying he was anxious, say, he kept tapping his pen on the on this table, and he kept glancing up to the clock every few seconds.
05:30Do you see the difference? Showing the emotion makes it much more visual. It takes us into the specific moment of the story.
05:38Technique number five, dialogue. What are you hearing? Many of your stories will have more than one character, maybe a manager, your friend, a coworker, your dog, whoever it is.
05:49Now what did the character say in that crucial moment of the story? What were the exact words?
05:56Examples. Instead of saying, my friend was very disappointed. Say, in that moment, my friend looked at me and said, Philip, what on earth was that?
06:06Or instead of saying, my manager was very happy with my work. Say, in that moment, my manager looked at me and said, wow.
06:15That was really the best presentation you've ever given. Now do you see the difference?
06:20Dialogue is such a simple tool to make any story much more interesting. It is actually the tool that I use the most. But I guess there's just one thing to keep in mind.
06:31Similar as with the thoughts, share the dialogue that is a little bit more interesting, a little bit more juicy. If you say something like, in this moment, my manager said, well, I'm very dissatisfied with the inadequate execution of that project.
06:46Well, that would sound super boring. Right?
06:49Instead, pick much more juicy, much more concise and catchy dialogue. Alright.
06:54Now that you know the five most important elements in storytelling, let's watch a quick one minute video to see those elements in action. That story is by Sarah Willingham, who's a British entrepreneur, investor, and CEO of Nightcap.
07:07Now when you watch the story, see how she zooms into the moment. Can you spot when she shares the location, the actions,
07:16the thoughts, the dialogue, and the feelings? So in my mid twenties, I was running acquisitions for Pizza Express and walked into a meeting room. I was two minutes late for the meeting.
07:26And the person on the opposite side of the table, the lawyer, looked up and said, oh, thank goodness for that. Mine's, uh, white with one sugar, please. So I thought, okay.
07:37This is a moment.
07:42Walked round to the coffee, made him his coffee, put the coffee in front of him and said, would anybody else like a coffee? And, um, nobody said anything.
07:50Nobody want to and I made myself a coffee and then sat back down again opposite him. And as he looked up, I watched the color drain from his face as he realized this enormous assumption that he'd made.
08:05And it was such a beautiful moment in my career, empowering when I sat there and realized that actually this moment where I'd had impostor syndrome anyway running a meeting like this, but I'd been completely misjudged by the people on the opposite side of the table was actually this incredible superpower because guess who walked out with the deal.
08:31What an incredible storyteller. Right? Today, you learned the foundations.
08:35You learned how to tell insanely good stories. But, hey, there are also a few more advanced storytelling techniques out there. In case you wanna go deeper on this journey, I would suggest to check out this next video in which you'll learn how to be a better storyteller than 99% of the people.
08:51See you there.
The Hook
The bait, then the rug-pull.
A cinematic auditorium shot gives way to a couch and a microphone — and a promise: nine minutes, five techniques, measurably better stories. The 176% in the title is bait, but the framework underneath it is real.
Named ideas worth stealing.
01:32list
Five In-The-Moment Elements (Location, Actions, Thoughts, Emotions, Dialogue)
- Location
- Actions
- Thoughts
- Emotions
- Dialogue
Five questions to answer when you are about to summarize a story instead of inhabiting it. Each element drops the listener one level deeper into the sensory experience.
Steal forany pitch, presentation, or personal brand story that feels flat
How they asked for the click.
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PRIMARY CTAWhere the creator wants you to go next.
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