It’s the threshold every story must cross, the implicit question you face from reporters, editors and readers every time you try to tell your story.

Whether you're introducing new technology, fighting a deep-pocketed adversary in courts of law and public opinion, or cutting through the noise to reach potential investors or customers, your story must be compelling, relevant and impactful to have a chance of being heard.

Many of the best stories are hidden in plain sight, heard only in fragments of conversation among your employees, scattered across stacks of dry legal filings or hidden inside the brain of a brilliant technologist. It takes someone with an eye and ear for news and a strong understanding of how the media works to identify, develop and tell your best story.