Emma Coats, one of Pixar’s Story Artists, compiled narrative wisdom she has received while working for the animation studio over the years.

1. Pixar’s 20 Rules of Storytelling
Emma Coats, one of Pixar’s Story
Artists, compiled narrative wisdom
she has received while working for
the animation studio over the years.
Get creative! Imagine the innovative
ways you can apply Pixar’s rules to
your upcoming customer
engagements to help you tell a
better story, and make a deeper
connection.

2. 1
Admire a
character for
TRYING
more than for
their
successes

3. You have to keep in
mind what is
interesting to your
AUDIENCE
NOT what is fun to do
as a writer. They can be
very different
2

4. Creating a story around
a theme is important,
but you will not see what
the full story is about
until you are
at the END.
Now, RE-Write!
3

5. 4 Once upon a time,
There was _____.
Everyday _____.
One Day _____.
Because of that ____.
Because of that ____.
Until finally …

6. 5
Simplify. Focus.
Combine characters
Hop (or fly) Over Detours
You will feel like you are losing valuable stuff
BUT IT SETS YOU
free

7. 6
What is your character
good at, comfortable
with?
Throw the opposite at them
CHALLENGE THEM.
HOW DO THEY HANDLE IT?

8. 7
Come up with your
Ending
BEFORE YOU FIGURE OUT
Your middle
Seriously. Endings are hard,
start here and work
backwards

9. 8 FINISH YOUR STORY,
let go
Even if it is not perfect.
Move on, take a break,
and
Do better next time

10. 9
When you are Stuck:
• Make
• A
• List
• Of
• What
• Would not
• Happen
• Next
Usually, the material will inspire
you to get unstuck.

11. 10
Pull apart:
The stories you like.
What you like in them is
a part of you! You’ve got
to recognize it
before your can use it.

12. 11
Put it on paper!
This allows you start working with it.
If it stays in your head as an
idea
You will never be able to share it and develop it

13. 12
Ignore the
1st, 2nd, 3rd, 4th, and 5th!
idea that comes to mind.
Get the obvious of the
way and
surprise yourself

14. 13
Give your characters
opinions!
PASSIVE & MALLEABLE
might seem likeable to you,
but it is boring to the
audience

15. 14 Why must you tell
This story?
What’s the belief
burning within you
that your story feeds
off of? That is
THE HEART OF IT.

16. 15 If you were the character in
this situation, how would
you feel?
Honesty
Lends credibility
to unbelievable
situations.

17. 16
What are the stakes?
GIVE US A
Reason to root
FOR THE CHARACTER.
What happens if they don’t succeed?
Stack the odds against them!

18. 17
NO WORK IS EVER WASTED
If it is not working, let go and move on –
It will come back around and be useful
later.

19. 18
YOU HAVE TO
Know yourself!
Know the difference between
doing your best and fussing over
details!
Story is testing and not refining.

20. 19
Coincidences
to get your characters into trouble are great.
But, using them to get out of trouble is
cheating

21. 20
W h a t i s t h e Essence of y o u r s t o r y?
The most economical telling of it?
If you know that, you can build out from there.