Hi again. As we know, the democratization of publishing among other things has created an ocean of content which is not always trustable, and where it is definitely not easy to find a proper and clear personality. Today's content marketers face a challenge. Five percent of brand content is driving 90 percent of the engagement. So the question becomes, "How do we create more of that 5 percent? We've established for now that without a compelling story, even the most valuable and powerful ideas may be ignored. Remember, this has historically applied to all civilizations and religions. Facts and ideas without a story activate the language processing areas of our brains, but leave largely untouched the areas where our emotions or even more importantly for marketers our decision-making are cooked. Humans are described as rational animals, but I'm sure you'll agree we are above all emotional creatures. Many political discussions among friends prove the statement true as I'm sure you all know. We need feelings to connect with ideas, and we certainly require emotions to make decisions. This intersection of knowledge and passion of facts and emotions, is a breeding ground for content producers. Think for example about your favorite sport or political commentators. They appeal to you most probably, because of their mix of knowledge, style, humor, ideology, and even emotional profile. The ultimate goal is becoming the content providers your customers want to engage with, over anything else. Therefore, you should focus on your audience before selecting the stories. What's the key to success in storytelling today? The first answer would be, that it depends on whether or not online communities share the story. Although it must be said, this quantitative analysis offers some limitations, people share stories which relate to their problems, their needs, and most frequently, their aspirations as Hollywood has known during decades. Its unique stories that you can't find elsewhere. True Stories which show respect to the characters and establish a direct connection with the reader, or the viewer. Content which acts as a bridge to build a long-term relationship not based in the immediate capture of that person as a customer. Knowing why you publish content is crucial to your success, and it's the first step in the always skillful and delicate editorial process, which may finish many months or even years later, with the actual publishing of the piece. One very powerful reason to spend time and money in this activity, will be making people feel good. Feel good especially about themselves and their peers, their communities. Clicks are a useful metric of course, but sometimes it's a deluding one. They can just lead to a stellium brief relationship without any fruitful or durable connection. Craft your editorial project with a clear vision about the uselessness of publishing irrelevant, poorly developed, or repeated stories, because it will be just as going fishing in an empty lake.