02 The Inciting Event or Incident


Section number two of the storyboard is the inciting event or incident. This is where we talk with our interview subject and we ask them questions regarding if there was a specific event that led up to them saying “I’ve got to do something about this!”

Enough is enough! This is literally sort of the straw that broke the camel’s back story.

There could be two outcomes here. Our customer can either say yes, there was this particular event, and then you go down that road in terms of questioning about that. Or they can say it was a buildup of events and there was no particular time that they noted there was a straw that broke the camel’s back type of event.

Either way, you have a great line of questioning to go from that perspective. The real thing to hit home with in this particular frame of the storyboard is getting the point across to the viewing audience that enough is enough and either the inciting event was built up slowly over time or something snapped all of a sudden at once. Our intent should be to finish this particular element of the storyboard knowing that our customer wants change, and they want transformation but, they don’t know where they’re going to get it… They say “enough is enough” but they don’t know how they’re going to get over that hump yet. In the next slide, we’re going to take care of that storyboard element.

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