When it comes to crafting emotionally resonant, universally loved stories, Pixar Animation Studios has the formula down to a science—and an art. Former Pixar story artist Emma Coats once shared 22 “Story Basics” via Twitter that distilled the essence of what makes Pixar’s storytelling so impactful. Since then, these principles have been widely adopted by writers of fiction and nonfiction alike.

At Midnight Editors, we believe that great storytelling is at the heart of every successful manuscript. Whether you’re writing a memoir, a single novel, or looking for writing book series tips, these 12 rules from Pixar’s playbook can guide your creative process and sharpen your narrative focus.

Here are 12 essential storytelling insights from Emma Coats, with direct quotes and key takeaways for authors:

1. Write for the audience, not just yourself

   “You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different.”
   Tip: Center your reader’s curiosity. A scene may be fun to write, but ask yourself—does it serve the story?

2. Let theme emerge through the process

   “Trying for theme is important, but you won’t see what the story is actually about ’til you’re at the end of it. Now rewrite.”
   Tip: Don’t force the message. Write the story first—then shape your theme through revision.

3. Simplify and streamline

   “Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.”
   Tip: Trim narrative fat. Fewer, stronger characters and cleaner structure make for more compelling stories.

4. Challenge your characters

   “What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?”
   Tip: Growth comes from discomfort. Make your characters earn their arc.

5. Figure out your ending early

   “Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.”
   Tip: Start with the payoff in mind. Knowing your destination gives your plot direction.

6. Use opposites to get unstuck

   “When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.”
   Tip: Reverse-engineer your blocks. Ruling out the obvious clears the way for the creative.

7. Ditch the obvious

   “Discount the first thing that comes to mind. And the second, third, fourth, fifth – get the obvious out of the way. Surprise yourself.”
   Tip: Dig deeper. Your most original ideas usually lie beneath the clichés.

8. Give your characters opinions

   “Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience.”
   Tip: Characters need agency. Strong perspectives drive memorable moments, especially when mastering how to write dialogue that sounds sharp and distinct.
   

9. Know why you’re telling this story

   “Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.”
   Tip: Anchor your story in passion. A compelling story starts with a reason you must tell it.

10. Raise the stakes

    “What are the stakes? Give us reason to root for the character. What happens if they don’t succeed? Stack the odds against.”
    Tip: Tension fuels narrative. Keep readers asking: What will happen next?

11. Let coincidences cause problems, not solutions

    “Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.”
    Tip: Let luck create conflict—not resolve it.

12. Practice with a story you dislike

    “Take the building blocks of a movie you dislike. How would you rearrange them into what you DO like?”
    Tip: Study structure critically. Rewriting “bad” stories is a masterclass in craft, much like incorporating classic Stephen King’s On Writing lessons into your daily revision habits.
    

Whether you’re writing your first novel or fine-tuning a nonfiction manuscript, these storytelling rules can help you clarify your voice, raise your narrative stakes, and better connect with readers. At Midnight Editors, we’re here to help transform your story from good to unforgettable—with developmental edits, publishing consultations, and strategy guidance tailored to your goals. Book your author breakthrough session.