Storyline Builder

A structured approach to building presentation storylines where each line becomes one slide title, creating a logical narrative flow.

What is a Storyline?

A storyline is the backbone of a presentation - a sequence of messages that tells a complete story. Each line in the storyline becomes one slide title in the final deck.

Key characteristics:

• Each line = one slide title (action-oriented message)

• Logical flow from problem → context → analysis → solution

• Slide titles are the message, not topics

• Reader should understand the story from titles alone

Core Principles

Action Titles

• Titles state the finding, not the topic

• Good: "Market grew 40% while revenue declined 5%"

• Bad: "Market Analysis"

Logical Progression

• Paint the problem or opportunity

• Provide context (market, competitive landscape)

• Show data to prove/disprove hypotheses

• Present solution and next steps

Story Flow

• Problem → Context → Analysis → Solution → Roadmap

• Each slide builds on the previous

• Clear beginning, middle, end

Storyline Templates by Situation

1. Market Strategy / Pitch Deck

Flow: Market opportunity → Competitive position → Product strategy → Go-forward plan

Storyline:

1. [Market name] represents $XXB opportunity growing at XX% CAGR

2. We operate in [specific segment] worth $XXB with XX% growth

3. Top 3 competitors generate $XXM-XXB revenue growing XX-XX% annually

4. Our revenue of $XXM positions us as [rank/position] with XX% growth

5. [Product name] addresses [use case] for [target customer segment]

6. Top 10 customers span [industries/sectors], XX% enterprise vs XX% SMB split

7. Pricing structured as [model type] with $XX average contract value

8. Product differentiation built on [technology/approach] vs competitors

9. Key competitive advantages: [advantage 1], [advantage 2], [advantage 3]

10. Three growth opportunities identified: [opp 1], [opp 2], [opp 3]

11. Focus on [priority opportunity] based on market size and competitive position

12. 18-month roadmap prioritizes [capability 1], [capability 2], [capability 3]

13. Internal Problem-Solving (Issue Tree Format)

Flow: Problem framing → Root cause analysis → Solution options → Prioritization → Next steps

Storyline:

1. [Problem statement] - current state at XX vs target of XX

2. Problem driven by three factors: [factor 1], [factor 2], [factor 3]

3. [Factor 1] contributes $XXM impact (XX% of total problem)

4. [Factor 2] contributes $XXM impact (XX% of total problem)

5. [Factor 3] contributes $XXM impact (XX% of total problem)

6. Root cause analysis reveals [key insight from data]

7. Three solution approaches identified to address root causes

8. Solution 1: [approach] - XX% impact, $XXM investment, XX weeks

9. Solution 2: [approach] - XX% impact, $XXM investment, XX weeks

10. Solution 3: [approach] - XX% impact, $XXM investment, XX weeks

11. Prioritize [solution X] based on impact/effort analysis

12. Implementation roadmap: [Phase 1 by date], [Phase 2 by date], [Phase 3 by date]

13. Success metrics: [metric 1], [metric 2], [metric 3] tracked [frequency]

14. Project Roadmap / Implementation Plan

Flow: Approach → Phases → Activities → Timeline → Success criteria

Storyline:

1. Project objective: [goal statement with measurable outcome]
2. Four-phase approach over XX weeks: Discovery → Design → Build → Launch
3. Project roadmap spans XX weeks with clear owners and milestones:
   • Phase 1 (Weeks 1-X): User research - XX interviews across [segments] | Owner: [role]
   • Phase 2 (Weeks X-X): Solution design - Define stories, sprint planning | Owner: [role]
   • Phase 3 (Weeks X-X): MVP build - [features] across XX sprints | Owner: [role]
   • Phase 4 (Weeks X-X): Launch - Onboard XX customers | Owner: [role]
4. Core team of XX across [# domains]: PM, Design, Engineering, [other] - Gap: Need [X more roles] and $XXK investment
5. Success criteria: [metric 1] = XX, [metric 2] = XX by [date]
6. ROI measurement: Track [business metric] over XX months

How to Build a Storyline

Step 1: Identify the situation type

• Market/strategy deck?

• Problem-solving presentation?

• Project roadmap?

• Choose appropriate template

Step 2: Customize the flow

• Replace placeholders with specific content

• Add or remove slides based on story needs

• Maintain logical progression

Step 3: Write action titles

• Each line should be a complete message

• Include data points and specifics

• Test: Can someone understand your story from titles alone?

Step 4: Verify flow

• Does it progress logically?

• Are there gaps in the logic?

• Does it lead to clear next steps?

Step 5: Build slides

• Each storyline becomes one slide

• Slide title = storyline

• Slide body supports the title message

Common Storyline Patterns

Problem-to-Solution Arc

Problem statement → Problem sizing → Root causes → Solution options → Recommendation → Implementation plan

Market-to-Strategy Arc

Market opportunity → Competitive landscape → Our position → Product strategy → Roadmap → Expected outcomes

Analysis-to-Action Arc

Key question → Hypotheses → Data analysis → Insights → Recommendations → Next steps

Usage Guidelines

When creating storyline:

• Start with the end in mind (what decision/action needed?)

• Use MECE principles to organize sections

• Include quantitative support where possible

• Make the "so what" clear at each step

When reviewing storyline:

• Can you understand the full story from titles alone?

• Is the logical flow clear?

• Are titles action-oriented (not topics)?

• Does it lead to clear conclusion/next steps?

• Are data points specific (not vague)?

Common Mistakes to Avoid

• Topic titles: "Market Analysis" instead of "Market growing 40% CAGR"

• Missing the "so what": Data without interpretation

• Illogical jumps: Skipping steps in reasoning

• Too granular: 50 slides when 15 would tell the story

• No ending: Storyline trails off without clear next steps

• Vague language: "Good performance" instead of "Revenue grew 25%"

Tips for Effective Storylines

Start with structure

• Outline major sections first

• Fill in detailed slides within each section

• Typical deck: 15-25 slides for exec presentation

Consider executive summary upfront

• Optional first slide summarizing key message

• Useful for: Problem statement, recommendation, expected impact

• Allows execs to get punchline immediately

• Rest of deck provides supporting detail

Use parallel structure

• Keep similar sections in similar format

• Makes story easier to follow

• Example: If slide 5 is "Factor 1: $XXM impact", slide 6 should be "Factor 2: $XXM impact"

Include signposts

• Use section breaks or agenda slides

• Help audience know where they are in story

• Example: "Three drivers of the problem" followed by three slides

Build to the punchline

• Lead audience through your thinking

• Don't jump to recommendations without proof

• But don't bury the lede - executive summary upfront often works

Iterate

• First draft won't be perfect

• Review logical flow

• Get feedback before building full slides

• Much easier to reorganize storyline than finished slides