Structure your story. The structure of stories may vary from the well known "beginning, middle, end" to a complex matrix involving characters interacting in a sequence of steps. In either case, most stories are successful when they introduce a problem-plagued hero, guide that here through a series of challenges, and eventually solve the problems experience by the hero.
The ability to share a complete story in 30 seconds is admirable. It also packages your message in a memorable form. I believe that this ad from Walmart is an effective example.
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What story can you tell about your life or work that calls others to take action?