March 11, 2026
The moment you start your story, you’ve got this:
Your listeners’ full attention.
But then you do something like this:
“Let me tell you a story.”
Hmm, losing some.
“It was a warm Sunday afternoon.”
Losing some more.
“Basically, what happened was X, Y, and Z.”
And it’s gone. You just lost them.
Most people lose their listeners within the first 10 seconds of their story because their stories start too slow or too safe.
The best storytellers don’t do that. They use a simple three-step method I call TSA.
Let’s break it down.
Start with one sentence that makes them curious. One sentence that makes people want to hear the rest.
So instead of saying, “Oh, let me tell you a story,” say:
“This was the most uncomfortable moment of my entire career.”
“I almost lost the most important deal that day.”
“I didn’t know it yet, but this would cost me $50,000.”
Those sentences work because they create a gap.
Your listener immediately starts thinking, “What happened?” And they want to keep listening until they know the answer.
But keep in mind, do not overdo it.
If every story is framed as the craziest thing or the most life-changing story of your life, well, then people stop listening to you as well.
So, tease honestly. And once you’ve teased it, move on to the next step.
Now give us a snapshot: time and place.
“Berlin 2021. I’m standing outside the conference room.”
“New York, three weeks ago. I’m sitting on my couch, book in my hand.”
This does two powerful things:
Time and location signal that it’s a real story.
It creates an image.
The moment you say conference room or couch, a picture pops in your listener’s mind and a movie starts playing in their heads.
As soon as they can see it, then they can experience it as if it was happening to them.
But keep in mind, you don’t need to describe everything in detail.
You don’t need to say, “Well, there is a whiteboard on the left, a TV on the wall, and four blue chairs.”
That would kill any story.
Just start saying conference room, and your listener’s brain starts filling the rest.
One or two concrete details are usually enough before you go into the last step.
I’ve seen hundreds of stories lose momentum because they give too much context.
They explain the situation instead of just showing it.
Don’t do that. Instead, show the actions.
“I’m looking at my laptop when a notification pops on, or my phone starts vibrating.”
“That’s when my younger brother walks in.”
“Right then, the bookshelf falls to the ground.”
Those action verbs bring forward momentum. Your listeners will feel that they better pay attention because the story is evolving so quickly.
Also, here there is an important nuance. Start as close to the challenge as possible.
Start right before that one thing goes wrong. That will immediately pull people into the story.
Let me show you the difference.
Here’s a weak start:
“So this happened a few years ago when we were working on a project.”
Now, here’s that same start using TSA:
“This was the scariest moment of my career. Berlin 2021. I’m standing outside the conference room when my boss looks at me and says, ‘Don’t [ __ ] this up.'”
Feel the difference? You’re now inside the moment.
That is TSA: Tease, Setting, Action.
So, give it a try. Run your next story through TSA. Even if you just use one of the three steps, your story will instantly stand out.
While grabbing attention at the start is only one step, if you want to learn how to keep people hooked all the way, read the next article where I share my favorite storytelling techniques.
See you there.
P.S. Want to become a stronger communicator?
Here are two ways I can support you:
👉 Want to tell more engaging stories? Join our next Storytelling Workshop.
👉 Want to speak with confidence and clarity? Check out our Communication Skills Training.
Both are fun, practical, and designed to help you grow fast.
Are you ready to transform your storytelling skills?
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