What's the story? #4 - why storytelling will always be the key to building great brands. "Story is structure" is the premise of the 1979 book 'Screenplay,' by Syd Field. It became a bible for generations of screenwriters – in how to tell a story on the screen. Or anywhere else, for that matter. He argued that every great screenplay should follow a specific three-act structure. To illustrate his point, he uses the screenplay of the classic 1974 movie, Chinatown, starring Jack