Act I: The mistake of all action, no change Act II: The difference between what happens and why it matters Plot arc Character arc External events Internal evolution What happens What it means Linear Fragmented or circular Transactional Transformational Focus on doing Focus on becoming What we plan What we feel Act III: You are…
Welcome to the apocalypse (It’s branded) What makes story move people? (Literally and metaphorically) Anatomy of a story-driven behavior trigger Story element Marketing parallel Clear stakes (zombies) Problem agitation: what happens if they do nothing? Progress tracking (5K prep) Milestone mapping: visible transformation Sound design, audio characters Immersive brand voice: make it feel like a…
Safe storytelling isn’t safe anymore What makes a story stick (and sting)? Who’s doing it right and raw How to raise the stakes in your own stories Tell the story that costs you something
Deliberate withholding or, why mystery works in marketing A mystery-driven campaign, an example Key elements of mystery in marketing Application examples Practical ways to use mystery in your marketing Real-word examples in action Common pitfalls (and how to avoid them) Turning curiosity into engagement