Story Forecast

A strategic look at the market, what stories are in market and what stories should be in market.

The Practice

Periodic planning that adjusts to the market, changes in culture and customer behavior.

Why it Matters

Story and campaign refinement. Market-inspired messaging & real-time opportunities.


  • Facilitator
  • Scribe
  • Strategists and Channel leads. 
  • Optional: Media Planners. Cross-functional roles.

Running the Story Forecast

  1. Preparation
    All attendees come prepared with knowledge of upcoming moments - 2 to 3 months out. Events, Campaigns, Competitive, Cultural, Seasonal, etc.
  2. Round-Robin
    Have each member report our on priority stories and moments they are proposing and owning.
  3. Plot Calendar
    In real-time, facilitator and scribe plot new stories, campaigns and market opportunities. Use a central calendar, a shared space or on the wall. Something accessible to all, including management and stakeholders.
  4. Add Detail
    Include key moments or milestones where possible. Call out opportunities. Note potential conflicts.
  5. Finish
    Obtain agreement. Each member should have a clear understanding of ownership and expectations.
  6. Follow-up
    Share calendar and publish notes to participants and stakeholders.

A good format to follow is the one established in the Content Review. Its essentially the same practice, yet focused on more strategic themes, narratives and initiatives needed in the market.


  • GOAL: Create an accurate calendar
  • PHASE: Strategy & Planning
  • PEOPLE: 2-10
  • PREP: 1 Hour
  • TIME: 1 Hour
  • DIFFICULTY: Moderate