When the Ancient Greeks inscribed “Meden Agan” (“Nothing in Excess”) on the temple walls of Delphi, they knew that behind every piece of effective content is a concise and compelling story. This story is a path for the audience to follow: the hook that holds their attention, allowing the message to take root. The mistake most organizations and writers make is assuming that each new piece of content needs a new story. What they miss is that the story driving their content is the larger story of the organization—and identifying that story comes from a method as old as Delphi itself.