Noting that the term is "dangerously misleading," Luke Williams shares a few pointers:
If you're going to get your audience emotionally involved, you need a major piece of tension that throws the status quo off. … Finding the turning point means looking back through your research findings to pull out the key market insight that informs the idea you're trying to sell. After that, your job is to communicate it to your audience — in a counterintuitive way that wreaks havoc with their expectations. It's all about creating a disturbance, a disruption, between what your audience assumes they'll get and what you actually give them.
The Dish 