And the Result was the decision to go with XYZ company—instead of yours.
Let’s say you need to request a budget increase from senior management to develop a product with more robust technology. You want to convince them by telling a story about how the company has recently lost several customers because your product isn't keeping up with the technology and features they need. Your story’s Context describes customers who chose to go with another company. The Challenge is the technical problem they were facing and what was at stake for them. The Choice was what market options they had. And the Result was the decision to go with XYZ company—instead of yours.