Story Mechanics
Story Mechanics make the product or message drive what happens next. Instead of sitting passively in the story, the feature sets events in motion, creates tension, unlocks change or becomes the reason the plot matters at all.
Disappointment
The emotion nobody briefs is one we all commonly feel or can relate to quickly.
Blame
The finger's always pointing at someone. Make sure it's pointing where you want it to.
Shame Politicians Into Action
The campaign that lands is the one they can't pretend they didn't see.
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