Everyone Loves a Good Story: The Four Ws of Storytelling

My daughter called me the other day from Austin, where she’s attending the University of Texas. She’s studying Radio, Television, and Film, and she had a project due. Her assignment? To direct a short film from a two-page script her professor had given her.

But here’s the catch: the script was intentionally vague. The characters were nameless, the genders undefined, the setting so nonspecific it could be anywhere in the world. An inciting incident had taken place, but the audience wasn’t told what it was. The challenge was clear: tell a story that isn’t fully on the page.

“Dad, I have no idea what to do with this script,” she said.

“It’s vague on purpose,” I told her. “You have to use your imagination and create something out of very little. We need to start with the Four Ws.”

Like most daughters, mine isn’t particularly impressed by her father’s professional experience. My lessons on storytelling have mostly fallen on deaf ears (parents, you get it…). But this time, she leaned in and asked:

“What are the Four Ws?”

The Four Ws of Storytelling

Who? What? Where? And most importantly, Why?

I explained to her that before she even thought about picking up a camera, she needed to answer these questions. Without them, the story would never come alive.

Who are the main characters?
Like Joseph Campbell taught us, we have to know who the hero is before we can care about their journey. What are their motivations, their flaws, their gifts? Who are we rooting for?

What has happened?
What incident forced the characters into this situation? What’s at stake if they fail to act? What do they stand to gain if they succeed? The “what” gives the story momentum.

Where does it take place?
Every story unfolds somewhere. And often, the setting is more than a backdrop—it’s another character. A location can create obstacles, set a mood, and shape the choices the characters make.

Why does it matter?
This is the heart of it all. Why is this journey important to the protagonist? What purpose is fulfilled if they embark on it? As Nietzsche said, “He who has a why to live can bear almost any how.” The same is true for storytelling. Without a “why,” the audience won’t invest in the ride you want to take them on.

Beyond Film: The Stories We All Tell

I told my daughter: once you’ve done this deep dive—once you’ve uncovered the Who, What, Where, and Why—you’ll truly understand your story. And when you understand it, your audience will too. They’ll care. They’ll lean in.

But this lesson goes far beyond film.

Every story we tell—whether it’s in a book, a movie, a product pitch, or a speech—lives or dies by its “why.” Audiences don’t just want to know what you’re offering; they want to know why it matters. Find that, and your story has the power to unfold in ways that resonate, inspire, and endure.

Because in the end, everyone loves a good story… especially one with a purpose.