If user experience is fractured today, it’s in part because the content consumption experience is fractured: we drift fluidly from one screen to another without hesitation, throughout the day, often before whatever we were looking at before has the time to finish.

Storytelling must evolve to match the pace of our roving attentions. It should be as fluid and natural and easy to pick up elsewhere as it is for us to switch gears. With that in mind, Dirk Shaw and social@ogilvy have come up with five principles to help you achieve this more perfect union.