Designing story tests the maturity and insight of the writer, his knowledge of society, nature, and the human heart. - Robert McKee

You must shape your story in a way that both expresses your vision and satisfies the audience’s desires.

As a story develops, you must willingly entertain opposite, even repugnant ideas. The finest writers have dialectical, flexible minds that easily shift points of view. They see the positive, the negative, and all shades of irony, seeking the truth of these views honestly and convincingly. This omniscience forces them to become even more creative, more imaginative, and more insightful. Ultimately, they express what they deeply believe, but not until they have allowed themselves to weight each living issue and experience all its possibilities.

When talented people write well, it is generally for this reason: They’re moved by a desire to touch the audience.