A story is strongest when it’s told in the right way. A master storyteller knows exactly how and when to reveal the different elements that make up the perfect story, holding the audience in the palm of his hand. But a story in the hands of a master storyteller is not an interactive story. On the Internet, storytelling can’t happen in the same way as it can in fixed media, like films or books. Because you can’t predict the order in which users will view your web pages, you need to adapt your approach to the interactive character of the medium.