Big Macs

Introduction

Stuff the problem, philosophy, and solution into a one piece. This is tricky. One way: What’s so hard? Why is it so hard? What is your superpower that fixes it?

Paragraphs

1. Clarify the problem
2. Difficulty of solution
3. Massive possible impact

 

Examples

Conservation International "Humanifesto”

Air Company “Extinction Ends Here”

Thomson Reuters “The Answer Company”

DDB “Do This or Die”

 

Keys to Success

1. Thing 1 — It should be about this long

2. Something else — Could also be this long, too

3. Third thing — You’ll have to feel it out as you go