Hey Brands — Every Great Story Needs an Enemy
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No one cares what you have to say. We go into every assignment thinking this. It’s true. No one gives a shit. People are busy, they have a million voices yelling a million things at them every day, and they don’t care about what we, or our clients, have to say. I know it sucks, but that’s the way it is. Smart people pay us to make people care. And if we’re good, we have the ability to make them pause. We are here to grab people’s attention and get them to take action. So are you ready?
You’ve got to find an enemy.
Ever since humans started telling stories, those stories — the ones worth hearing and sharing — were built on tension. They are driven by a protagonist and an antagonist. Something to root for and something to root against. Without that enemy, you’ve got nada. No story. Nothing. Tension makes people pay attention.
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