Big Ideas That Work (Page 12)

Dismay an Antagonist

Identify your villain and position against them hard.

6 min read

Their move was a mistake. Yours is the campaign.

7 min read

Show what happens next. Then make sure they don't want to find out.

6 min read

When the story behind the story is the story.

5 min read

Make people feel what your product does. Not just understand it.

5 min read

It's hard to scroll past something that gives you the spooks.

5 min read

The oldest stories can still be the sharpest tools in the room.

5 min read

Nobody asked for another ad. Give them a story they already know.

4 min read

A Good Metaphor Doesn't Describe the Point. It Replaces It.

4 min read

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