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If you don’t have a good or powerful story, script, and storyboard, then there will never be enough decorating that technology can do to cover it up. On the other hand, demonstrating exemplar craftsmanship with mixing the technical elements in artful ways to unfold your story creates compelling, insightful, original and memorable pieces of communication. The richness of a good story can be diluted when technical elements are not artfully developed, over used, distracting, or just plain annoying.