According to Lately’s Kate Bradley Chernis, where should you start when thinking about the structure of a story?

Story structure works best when it is built around the core message or turning point that gives the content its meaning. In Amazon DSP , creative planning should connect the audience need, campaign objective, and message relevance before shaping the opening or closing. Starting from the central idea helps keep the narrative focused instead of building around a weak introduction. This approach supports stronger creative optimization because each part of the story can be evaluated against the main customer takeaway.