S Shape

Prompt: What upsets your brand?

Tip: A captivating intro to your problem. Can take many forms, such as a list of examples, a history, an anecdote, or a retrospective. Usually negative.

Prompt: What belief makes you so upset?

Tip: Your POV or concept that tells us how we should think about this negative situation we’re in. This should be polarizing, interesting, and non-obvious.

Prompt: What examples prove that?

Tip: Go into detail about what’s wrong with the world through that POV. Since it’s polarizing, show us what your brand thinks is so bad right now.

Prompt: What perspective will change us?

Tip: Usually the better way to live, think, or act, given your concept. Occasionally, this stays negative with more examples. The key to both is an increase in intensity.

Prompt: What do we need to do to get it?

Tip: The uplifting part at the end of great movie speeches. These often use parallel structure to create a powerful call to action.

A captivating intro to your problem. Can take many forms, such as a list of examples, a history, an anecdote, or a retrospective. Usually negative.

Your POV or concept that tells us how we should think about this negative situation we’re in. This should be polarizing, interesting, and non-obvious.

Go into detail about what’s wrong with the world through that POV. Since it’s polarizing, show us what your brand thinks is so bad right now.

Usually the better way to live, think, or act, given your concept. Occasionally, this stays negative with more examples. The key to both is an increase in intensity.

The uplifting part at the end of great movie speeches. These often use parallel structure to create a powerful call to action.