**What’s the one thing every great story has in common?**

*Conflict.*

Think about it–without conflict, there’s no tension, no stakes, and no reason for your audience to care. Neuroscience backs this up: when we experience tension in a story, our brains release cortisol, the stress hormone that keeps us focused and alert. It’s literally how we’re wired to pay attention.

**Storytelling hack**: Next time you share a story–whether it’s in a meeting, a presentation, or even just over coffee–don’t shy away from the conflict. Embrace it. Describe the obstacle, the challenge, or the moment when things went wrong. The bigger the problem, the more invested your audience will be in the outcome.

**Your action step**: Think of a story you’ll tell this week. Identify the conflict. What was the moment of tension or challenge? Make sure to highlight that part when you share it. It’ll give your story the emotional weight it needs to stick with your audience.

Remember, people don’t connect with perfection–they connect with struggle.

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