Ira tells a big (and uncomfortable) truth here. Why is wisdom (or inspiration, or truth, or story) so easy to consume but so hard to create?

Speaking of inspiration, this comes from the footer of my friend Sally Witsky's Blog: "Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself believe." -- Winston Churchill

Sir Winston knew a thing or two about crafting an inspiring story.

Great quote, Richard. It's pretty much a given that a writer needs to immerse themselves in all aspects of the story -- hence "go into the story."

Re story concepts: With movies, it's absolutely critical. So much of a movie's success is tied to marketing and the story concept drives the marketing approaches for most movies.