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What We Finna Do About It?
Every Tuesday, The Productive Disruptive delivers storytelling science, message makeovers, cultural commentary, and a little rebellious hope for anyone still stubborn enough to believe communication can change the world.
Dorian Johnson
May 12, 2026
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In case you missed it…
We started with Story of Self.
The part of public narrative that answers: Why was I called to this work?
Then we moved to Story of Us.
The part that helps people understand: this is not just my story, this impacts you too.
And now…
The thrilling conclusion of our public narrative trilogy.
Cue the dramatic score. Dim the lights.
We have arrived at Story of Now.
The part of public narrative that asks:
What is this moment asking us to do?
Because after people understand why you care…
And after they understand why the issue connects to them too…
There is still one more question hanging in the air…
What we finna do about it?
That’s where many social change messages get stuck, in my opinion. They can make people care, but might not give that care anywhere to go.
They explain the issue and name the harm.
They even point to the pattern.
But then fumbles right before the end zone.
The Story of Now gives urgency somewhere useful to go.
Marshall Ganz describes Story of Now as the part of public narrative that names the urgent challenge to shared values, the choice people are called to make, and the hope that action can actually lead somewhere.
It’s where story and strategy overlap.
And that approach matters because I’m sure you’ve heard the two extremes.
An off-putting alarmist message leaving folk overwhelmed, or
An empty “please care harder” or “thoughts and prayers” promise.
Story of Now is the bridge between feeling something and doing something.
Here is the challenge before us. Here is the value being threatened. Here is the choice this moment is asking us to make. Here is one action that makes the next action possible.
It can focus and channel action. So let’s put these three stories all together.
Story of Self gives people the reason.
Story of Us gives people the pattern.
Story of Now gives people the next step.
A story that only makes people feel bad might be memorable, but it may not be mobilizing.
A story that only says “this is a problem” might be accurate, but it may not be actionable.
And a story that only says “act now” might sound urgent, but it may not be useful.
So give the people listening to your story a meaningful action to take.
Ganz emphasizes that Story of Now includes both urgency and hope. The urgency names what is at stake. The hope shows people that action can actually lead somewhere.
🧠 Story Science Side Note: Marshall Ganz explains that Story of Now names an urgent challenge, a choice people are called to make, and a source of hope that action can lead somewhere. In other words, it helps people understand what is at stake and what they can do next.
📝 Message Makeover:
Before:
“We need to raise awareness about mental health”
After:
“This Mental Health Awareness Month, make awareness useful. Share one real sign people miss, one support option they can trust, and one question that opens the door to care.”
🛠️ The PHacilitator’s Corner:
Build your Story of Now.
Ask:
What challenge is happening right now?
What shared value is being threatened?
What choice is in front of us?
What is one specific action people can take next?
Try this formula for help:
Right now, ______ is threatening ______. We have a choice to ______, and one place to start is ______.
Example:
Right now, repeated medical dismissal is threatening people’s safety during childbirth. We have a choice to stop treating these stories like rare exceptions, and one place to start is asking how local systems listen when patients say something went wrong.