Though we may not realize it, with each click, we make a choice. We actively decide which of the trillions of pieces of material that exists in cyberspace is worth our time. Every pixel we interact with takes time away from us — time that we seem to have far less of in today’s high-speed, technology-driven world.

Thanks to this hyper-digitized environment, crafting stories that will captivate and enthrall an audience is more crucial than ever before. Every piece of content that surfaces today competes against billions of other pixels for attention. As someone who helms a consultancy in the business of content creation, my team’s work is guided by an awareness of this competition. And in this age of virtual substance overload — and subsequent abuse — we place great value on time. Stories must stand out and be worth the time they take to consume (and, equally important, the time they take to create).

So, how do we begin to uphold the importance of good storytelling with only seconds to make an impact? The answer lies in four principles: integrity, intent, prescience and efficiency. Our team uses these principles as a framework for our own creative process.

To gain an audience’s trust and respect, integrity is key. One of the best ways to do this is by making experts into creators. For instance, we employ trusted journalists and seasoned designers to craft the work we put forth for our clients, tapping authorities on specific topics along the way to make the information we relay as rich and nuanced as our discerning audience demands.

Each branded piece must also have intent behind it. Does the information reflect the organization’s strategy and purpose? We check these boxes religiously. This is not to say that creativity and flexibility are sidelined, but that they don’t take us off course from our client’s goals.