We respond to stories not only because of the information they contain, but also because of the emotional impact. Creating emotional impact is challenging, but professionals know that there is a process, though hard to articulate at a level that novices can follow. The team will decompose the act of creating emotional impact into a process that novices can follow on a website in under five minutes. Eventually, the novices will perform as well as experts. This team is headed by Lydia Chilton.