Our Process

Finding and Telling a Story That W.O.R.K.S.

Here’s how the 50 Pictures Process takes your organisation on a storytelling journey...

A Damn Good Plan

StorySTRATEGY

StorySTRATEGY is where we diagnose the problem we need to solve with a story.

Your story has to get measurable results, so it has to be in a form that works - whether that’s a video, a podcast, a print piece, a pop-up book, or a combination of formats.

So StorySTRATEGY is where we name the goal and the story formats we should explore.

Then we can set off, knowing exactly where your story needs to take us.

J.K. Rowling

“Good stories start with good characters - characters we care about, characters we believe in.”

StoryFINDING

The Input Phase

Once we’ve diagnosed the problem, we can gather the raw materials for your story.

This requires detective work.

StoryFINDING is Sherlock mode (pipe optional) where we go beyond the obvious - asking questions even your nosiest team members might avoid, and listening with Zen-like focus to every answer, always on the lookout for clues...

1. Mapping Your Story World

First, we explore the space where your story will take place - your Story World:

your team, customers, and partners
your industry and how you fit into it
your day-to-day work
your products and services
your unique approach to what you do
your hidden gems

2. Character Snapshots

Every Damn Good Story needs damn good characters - people with distinctive characteristics and strong motivations striving towards meaningful goals. We’re looking for people taking on a compelling challenge, driven by a desire to solve a problem.

Who’s got skin in the game?

Who has something to say that makes us sit up and notice?

3. Archetypal Inspiration

Story Archetypes are a great starting point for finding a story that feels specific but resonates far and wide.

Here are the seven archetypes we draw from:

Founder Stories - about origin, risk, and belief
Ethos Stories - about who you are when no one’s watching
Purpose-Driven Stories - about what drives you beyond profit
Pioneering Stories - about pushing boundaries and thinking differently
Enlightening Stories - about helping others see the world anew
Transformation Stories - about growth, change, and what it took
Counterpunching Stories - about challenging tired assumptions.

4. W.O.R.K.S. Q&A

Now we zoom in on the most powerful story ideas by generating five Focus Words for every option that’s taking shape.

How does W.O.R.K.S work? Well, don’t let the fact that it’s an acronym put you off...

We hate acronyms as much as you do, but...

...when you need to find a story that works, our W.O.R.K.S. Q&A sessions deliver.

Here’s the gist:

1. We gather as much information as we can.

2. We tune into the story ideas that emerge.

3. We test every idea against your objectives until the strongest idea pops out.

We do this by asking five key questions...

Wonder Question

What’s most inspiring about this story?

W
Originality Question

What makes this story different?

O
Reach Question

Who cares?

R
Kindle Question

What emotions will this story stir?

K
Shift Question

What actions will this story prompt?

S

These five questions generate five single-word answers that reveal your strongest story idea. They then guide every creative decision in the StoryTELLING phase.

So, W.O.R.K.S. might be an acronym - sorry! - but at least it’s not a crapronym.

And now we have everything we need to tell a Damn Good Story...

StoryTELLING

The Output Phase

StoryTELLING is where it all comes together, as we zoom in on the key characters and conflicts, play with creative possibilities, develop scripts, and produce your story in whatever form it takes to deliver the results you need.

1. The Process Ps

Here, we zoom in on your story’s central characters and the protagonist who will drive your story forward:

a motivated PERSON
with a clear PURPOSE
striving to solve a PROBLEM
in a particular PLACE

2. Exploring Story Stuff

This is where we probe, poke, and play with Story Stuff, such as:

unexpected angles
quirky connections
recurring themes
emerging tones
deeper meanings
coincidences
subtle clues and signals
‘what if’ scenarios
underlying patterns

3. Shaping Your Story

A Damn Good Story is a rollercoaster that packs emotional punch as it builds, climbs, crashes, and resolves.

Using our Multi-Story Arc Spark, we trace a unique through-line of peaks, troughs, and wiggly bits, linking five key plot points:

the HOOK
the CATALYST
the STRUGGLE
the BREAKTHROUGH
the PAYOFF

4. Scripts, Mockups, Storyboards

Most stories are told best on screen – in sound and vision. But some work brilliantly as sound alone. Others need a live, physical space. While some need to be physically held and shared.

Whatever the story, the form should enhance the function. So, whether it’s a flagship video, a slide deck, a podcast, or a suite of onboarding tools, we now flesh out the details, refining and evolving the idea until it’s ready for production.

5. Producing & Creating the Assets

Now we bring the story to life.

Filming, photographing, recording, editing, designing, and building.

Whatever the format, we handle it from start to finish: shaping every element into a standalone story - or a suite of deliverables for your StoryECOSYSTEM.

6. Optimising and Delivering

Now we deliver your story, crafted for maximum impact, whatever form it takes.

Then we track how it performs across platforms, touchpoints, and experiences. We measure what matters: attention, retention, action, and real-world response.

And we keep learning - gathering feedback, adjusting, refining, so every new story builds on the last.

Your StoryECOSYSTEM

Sometimes one Damn Good Story is all it takes, but if you’ve got bigger ambitions, longer arcs, or more people to reach, your story can scale.

That’s where your StoryECOSYSTEM comes in - a simple, powerful structure with three layers:

Core Story – your big-picture narrative

Story Sparks – short, expressive content designed to grab attention

Story Tools – practical, strategic assets that help people understand and act

Your StoryECOSYSTEM keeps your messaging consistent, clear, and connected - and your story grows with you.

What Happens Next?

First, hit the button below and grab your copy of
How to Find a Story That W.O.R.K.S.
(Free. Useful. No corporate buzzwords.)

Then, book a 50-minute What’s Not Working? Call and let’s explore how 50 Pictures can become your story-driving sidekick.

How to Find a Story That W.O.R.K.S.

“There is no greater agony than bearing an untold story inside you.”

Maya Angelou
Poet and Civil Rights Activist