IntroductionLive your values by creating a piece that stands up to the moment. Tap into your brand’s ethos. Go very hard and upset someone. Anger is the cost of free attention.Paragraphs ExamplesUN Women “When Will She Be Right?”Apple “Welcome, IBM. Seriously.”Nike “One Day We Won’t Need This Day”Bodyform “The Truth” Keys to Success1. Thing 1 — It should be about this long2. Something else — Could also be this long, too3. Third thing — You’ll have to feel it out as you go
