Keys to successful story-telling:
Focus your story where people already are.
Where is your audience at? Start from there, instead of trying to push them somewhere else.
e.g., Free Range Graphics’ Garth Brooks Wal-Mart movie
Wanted to make a point about labor issues, but the audience wasn’t already there
So instead they started where the audience already was: they knew about Garth Brooks, who had just signed a high-profile exclusivity deal with Wal-Mart