Writing should be more.
For a long time, I believed good writing was mostly about talent. If you had a rich vocabulary, knew how to arrange your sentences, and could capture people's attention, then you were already a good writer. Like many aspiring writers, I thought the goal was simply to write something people would enjoy reading.
I experienced a shift in perspective when I attended a webinar titled “Writing Beyond Talent: Turning Ideas into Stories People Remember.” The webinar was organised by Africa Writers Connect (AWC) and hosted by its founder, Praise Ukpai.
This particular session featured Ramatu Ada Ochekliye, Founder and Director of Shades of Us, who shared practical lessons on storytelling and what it truly means to write with purpose. The webinar was a conversation about writing techniques or finding the right words. It explored how stories have the power to shape opinions, influence behaviour, and inspire meaningful action. As the session progressed, I realised that writing is not simply about expressing ideas. It is about creating meaningful connections and leaving readers with something worth remembering.
One statement from the session stayed with me long after it ended: “Think about the behaviour that you want to change when writing.”
At first, it sounded like a simple piece of advice. But the more I reflected on it, the more I realised it challenged everything I thought I knew about storytelling.
Until that moment, I had often focused on whether a story sounded interesting or well-written. I rarely stopped to ask myself a more important question:
What do I want this story to change?
Interestingly, renowned storytelling expert Robert McKee once said that “storytelling is the most powerful way to put ideas into the world today.” By the end of the webinar, that statement made much more sense to me. I finally understood exactly what he meant.
Stories are not simply written to entertain. They shape perspectives, challenge assumptions, influence behaviour, and sometimes inspire people to act. Their true power lies not only in how well they are written but in what they leave behind after the final sentence has been read.
That realization completely changed the way I think about storytelling.
More Than Just Entertainment
The discussion began with a simple but thought-provoking question:
What makes a good story?
Once again, I found myself asking: What does a good story really look like?
Before the webinar, my answer would probably have been that a good story keeps people entertained and tells a good tale that I enjoyed. But as the conversation unfolded, I realised that entertainment is only one part of storytelling. A memorable story educates, connects with universal human experiences, and stays with people long after they have finished reading it. More importantly, every compelling story is built around three essential elements: characters, conflict, and resolution.
That made me reflect on many of the stories I have read over the years. The ones I remember most are rarely those with the fanciest words or the most dramatic plots. They are the stories that made me pause, question my assumptions, or see the world differently. They stayed with me long after I had closed the book or put my phone away.
Every Story Needs a Purpose
As the session continued, Ramatu walked us through the storytelling process. She explained that every writer should first understand their audience before writing a single sentence. From there, the writer must identify the core message, decide what type of story best communicates that message, establish a clear call to action, choose the most appropriate medium, and only then begin writing and sharing the story.
Listening to that process, I realised something that caught me off guard.
Many of us begin with the writing itself.
We sit in front of a blank page hoping inspiration will arrive, but one thing we should understand is that effective storytelling begins long before the first sentence is written. It begins with clarity.
Who am I writing for?
What do I want them to understand?
How do I want them to feel?
And perhaps the most important question of all:
What do I hope they will do differently after reading this?
Of course, every writer hopes their book, story, or blog will be enjoyed. There is a certain satisfaction in knowing that people connected with your words and stayed until the very last page.
But beyond being enjoyed, should we not also hope that our writing transforms?
After all, only a story that transforms its reader can truly be said to have told ‘its tale’.
Stories are not simply collections of words. They are invitations and every good story should invite its audience to laugh, reflect, empathise, question, or act. If readers finish a story exactly as they started it, then perhaps the writer has missed an opportunity to create something truly meaningful.
A Lesson I Will Carry Into Every Story
As I reflected on everything I had learned, I realised the session had quietly challenged the way I approach writing.
Over the past few months, I have had the opportunity to write both fictional and non-fiction blogs, including several perspective pieces, as an intern at Shades of Us. Each assignment has required me to reflect on conversations around health, community development, climate justice, and social issues. Before this webinar, my biggest concern was often whether my writing sounded good enough. I wanted my introductions to be engaging, my arguments to be clear, and my conclusions to be memorable.
Now, I find myself asking a different question before I begin writing:
What change do I hope this story will inspire?
That single question has transformed the way I see storytelling now.
If I write about environmental sustainability… I will not simply describe the problem of waste. I will write in a way that makes someone think twice before throwing a plastic bottle onto the street.
If I write about mental health, I hope someone finds the courage to check in on a friend or seek support.
If I write about community, I hope readers recognise that lasting change often begins with ordinary people choosing to care about one another.
I have realised that stories are not powerful because they are beautifully written. They are powerful because they move people. They challenge assumptions, encourage empathy, and inspire action. The words themselves are only the vehicle. The real destination is the reader's heart and mind.
Now I no longer believe writing is just a talent. Talent may help someone write beautifully, but purpose gives writing a direction. A story that entertains is enjoyable. A story that changes the way people think, feel, or act becomes unforgettable.
Perhaps that is what writing beyond talent truly means. It is not about finding better words but about giving those words a reason to matter.
Now, I strive to understand my readers and how they see the world because when you understand your audience, you can communicate in ways they genuinely relate to
That realization also helped me appreciate the work of Shades of Us more deeply. Through its stories, the organisation encourages people to see familiar issues through a different lens, question long-held assumptions, and recognise that meaningful change often begins with conversation. As I continue to grow as a writer, I hope every story I tell does more than inform—it should leave someone thinking differently, feeling more deeply, or inspired to act.
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