Lessons from a former Forbes journalist: Mastering storytelling with a reverse engineering approach
By Andrea Gläsemann
I love a good story – and if that story fills an entire book, even better! This has been the case since my childhood. I loved reading and in fifth grade, I would fill entire notebooks with stories and give them to my German teacher for feedback. The writing never stopped, as you can see, and I am still passionate about good stories and the people behind them. This is also what drove me the most at Forbes: getting to know someone's personality and story and ultimately writing about it. This trait still accompanies me today, especially when it comes to teasing out the right stories from my clients as a communications consultant and communicating them successfully.
So, here we go: I'm Andrea, a former Forbes journalist, now a Laika Space Dog, and I'm delighted to share with you a new episode of my column, “Lessons from a Former Forbes Journalist”. In this installment, we'll take a look at mastering storytelling: how my journalism experience helps uncover and craft compelling client narratives. Enjoy!
Understanding the power of a good story
Stories are fundamental to human experience. They captivate, inspire, and connect us on an emotional level. In the world of communication, a well-told story can be the difference between a message that resonates and one that falls flat, getting completely overlooked, dismissed, or forgotten by journalists and readers. A compelling story not only grabs attention but also builds a lasting connection with the audience, making them more likely to engage with your brand or message. But what makes a good story?
Reverse engineering stories through the lens of a (former) journalist
As a former journalist, I’ve honed skills that are valuable in uncovering and crafting stories. Journalism taught me the importance and art of interviewing. When working with clients, these skills help me delve deep into their experiences and uncover the unique aspects of their stories. Asking the right questions is crucial. Instead of just focusing on what happened and letting them tell me what they want to say about the company, I probe specifically where I suspect a story might be hidden. Additionally, I don't just want to know the "what" – I explore why it happened and how it made the person feel. This approach uncovers the emotional core of a story, making it more relatable and engaging. In essence, for journalists, it's about examining what makes a story work—what grabs attention, sustains interest, and delivers value?
From headlines to stories
Speaking of examining what makes a story work: I always envision possible headlines. What would I, as a journalist, want to write? What would concretely interest me and the readers, so that I would be interested in a conversation and could spin a story from it? For example, at Forbes, it’s generally those individuals and companies doing something different – whether it's a bold approach, a super innovative product, or a crazy vision. The readers need to pause and be amazed, they need to recognize the entrepreneurial spirit, and ideally, the founder has a background story that is interesting and unusual, like going from underdog to billionaire.
The headline actually goes hand in hand with the next point: structuring the story from the end backwards. Specifically, I always ask myself, what is the intended message or action of the story? Where does the reader essentially stand when they reach the end of the story? Then I lay out the thread that should lead them there.
The headline and the conclusion naturally bring the entire structure together. For that, I always break the story down into its basic components: A strong lead that immediately hooks readers, a well-developed middle section that provides depth and context, and the already mentioned conclusion that ties everything together and leaves a lasting impression.
Let’s get emotional
Besides that, there has always been one specific question that’s very important for me when writing: What emotion or emotions do I want to convey? Is it about a ‘crazy’ founder who is set to change the world with an outrageous idea? A passionate activist who’s reshaping an industry through innovation? Or perhaps a community-driven entrepreneur focused on social impact? And above all: How do I convey these specific emotions through my writing style to bring out the person’s character and mission the way I envision?
Last but not least, a story isn’t just a story—it can take many forms. Before I begin, I always ask myself: What kind of piece is this going to be—an opinion piece, an interview, an article, etc.? Based on that, the writing style changes, as does the way the story’s focus is shaped and communicated.
Checklist for drafting a compelling story
To help you clarify the points mentioned and apply them effectively when you're working on a story, hook, angle, or pitch, I’ve prepared a small checklist for you:
1. Asking the right questions
What is the main point or takeaway?
Why does this story matter to the audience?
What is the emotional or human element?
2. Thinking from the headline first
What is the most newsworthy or interesting angle?
How can I frame this in a way that immediately grabs attention?
3. Planning the structure backwards
What do you want the reader to know or feel by the end?
What journey will take them there?
4. Focusing on emotional impact
What specific human elements bring the story to life?
How does the story connect with readers on a personal level?
5. Deconstructing story structure
A strong lead that hooks readers immediately
A well-developed middle section that provides depth and context
A conclusion that ties everything together and leaves a lasting impression
6. Analyzing what works in different media
For long-form, what holds the reader's attention?
For opinion pieces, what makes the argument compelling and credible?
In summary, reverse engineering stories through a journalist's perspective is about breaking down the components of a successful story—headline, structure, emotional impact, and relevance—and applying that understanding to create new, powerful narratives. It's a systematic approach to storytelling, rooted in understanding what works and why, and then building on those principles in everything from writing articles to crafting client pitches.
Now that you have a few tools to navigate the world of story crafting, you might find yourself writing even better pitches or articles in the future—who knows, maybe even a book!
Speaking of writing – anyone who has followed my column knows that I’ve written quite a few under the motto "Lessons from a Former Forbes Journalist." And as they say, you should stop when you’re at your best, so this column will come to an end with this entry. But stay tuned, because something new is coming!
PS: I’m always interested in how others structure their stories, so feel free to connect with me on LinkedIn. And if it’s not about the art of crafting compelling stories or pitches, I’m also happy to share book recommendations (even though my stack of unread books is still quite tall).