This is the single most common point of failure for media projects that fail. In film, no good edit is possible if the shots don't make sequences. No good shoot is possible if the script isn't coherent. No good script is possible unless it's built on a solid story. A good story should make an argument for the solution to a problem experienced by the audience. Script development for both audio and video projects requires understanding of the problem faced by the audience as well as the solution offered. This is true for narrative, documentary, corporate promos as well as for adverts.