A cast of characters (who was involved? customers, partners, colleagues, etc.)
Conflict, suspense or tension (the challenges, the opportunity, the old systems, the pain being felt)
Inciting incident (what broke it the old system?)
Call to action (what the customer did to change things. Also becomes the "projection" opportunity for a person reading the story – this where we inject your product as a supporting actor who can help)
People transformed (the benefits that were realized, how the people changed, how they were better in their business, how they staved off disaster or solved world hunger)