Over the last three years, inkle has been making increasingly complex narrative games built on a foundation of well-written, choice-based interactive text. Taking elements from parser-based text adventures and from paper game books, titles such as Sorcery! and 80 Days have brought interactive stories to the mainstream, earning commercial and critical success. In this talk, we'll describe how our design strategies evolved across the course of three games, with examples focused on how we make choices that matter, how we pace and coerce our narrative, and how we integrate the words into the wider game design. We'll show with examples how we've optimized our in-house scripting language to facilitate the rapid creation of large quantities of highly-contextual, high-quality text, and how we handle consistency and story logic in a massively-branching environment.