In Chapter 8 of 13 in his 2011 Capture Your Flag interview with Erik Michielsen, storyteller and entrepreneur Michael Margolis shares how to tell a better story by focusing on three fundamental story elements. First, it is key to understand the protagonist, the hero, who is sympathetic and relatable. Second, tension is critical. For example, what is the friction or what is the character up against? Third, it is critical to have a clear inciting incident that grabs people's attention and engages an audience. This allows the story to take off. Margolis is the founder and president of Get Storied (http://www.getstoried.com), an education and publishing platform dedicated to teaching the world how to think in narrative. As a consultant, educator and writer he uses storytelling to create more effective branding, innovation and culture change. Margolis earned a B.A. in Cultural Anthropology from Tufts University.