Storytellers also do this. Follow the energy of what happens on your videotape, and in the edit bay. Be ready to change directions. The offhand comment, the way in which someone moves through the frame can make a story. Play left field.
Someone has to think outside the box.
Great stories frequently begin with a great concept. Listen to your values. Find one story to make your own. Only you see hopes rise, or tears fall. Management does not ask a question, write a line, or take picture.