In other words, if you tell it in a chronological way, you’re not telling a story. If you start with, “Hello, my name is. Hello, this is about. Hello, this is the overview. Hello, this is the executive summary.” Those are typical, but they’re suspense killers. There are surprise killers. And so if you can think of what I know to be mere fact, but your audience may or may not know. And you start with, “I know that you expect at third-quarter reporting that the number wouldn’t be stellar and you would be right. But I think instead of stressing out about it, we should rejoice, and here’s why.” You’re not changing, altering, fabricating, making up anything, but you are framing and setting up what your story is really about – the theme. “The number looks terrible and you’re right with your expectation, and that’s why we should celebrate.”