Find Your David
Five ways to show up directly inside the territory that makes the fight feel real.
Perspective
Perspective shows the problem, product or category through someone else’s eyes — or by flipping the audience’s usual position — and in doing so exposes blind spots, heightens empathy and reframes what matters.
Victim Villain Juxtaposition
Three ways to force the cause and casualty into the same visual frame.
Who could prove our point more convincingly than we ever could?
Find a witness people have reason to believe.
Which fictional character demonstrates the qualities our product desires to claim?
Borrow a reputation the audience already believes.
Authentic Experts
Eight ways to find the expert who makes the idea more trusted and more interesting.
Smash Stereotypes
Seven ways to reverse assumptions, expose bias, rewrite scripts and reveal hidden truths.
The Unlikeliest Ambassador
Six ways to put exactly the wrong person in front of exactly the right audience.
Reframe the Roles
Four ways to swap who holds power, who experiences the consequence, or who the camera follows.
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