IntroductionMake people feel seen by crushing or reclaiming an oppressive label. Try a U-Shape structure. Focus on the problem for the first half, and the better way for the second.ParagraphsDistinct oppressive labelValidate the offendedOpposing interpretationExamplesUnder Armour “The Only Way is Through”Axe “Monday”TBWA\Chiat\Day “Do the Brave Thing”Dodge “Wisdom” 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