Top 10 Lists
Each structure is generally used to achieve the following outcomes. These are not hard rules, just the most common use case for each shape.
Top 10 Greatest* Manifestos
How do you define a “great” manifesto? The best writing? The most impact? The best use of language? All of those are definitely part of it. However, my main criteria was to find the ten manifestos that I simply couldn’t unread.
The key to every manifesto is transformation, whether they leave you altered in some significant, permanent way. More than any other scripts on this site, these have stayed with me the most.
*According to Lonnie
Top 10 Unique Manifestos
The best way to learn how to write a manifesto is by developing a firm grasp of manifesto structure. This gives you a powerful toolkit for crafting great manifestos, as well as the ability to quickly diagnose bad manifestos and see how to improve them. The best way to learn how to write a manifesto is by developing a firm grasp of manifesto structure.
NASA “Foundations of Flight Operations”
Volkswagen “Ugly is only skin deep”
Walter Gropius “Manifesto of the Staatliches Bauhaus”
Schlitz “The Owners Protect It”
Volkswagen “Lemon”
DDB “Do This or Die”
Cadillac “The Tribute to Initiative”
Cadillac "The Penalty of Leadership”
Avis “We Try Harder”
Volkswagen “Think Small”
Top 10 Unique Manifestos
The best way to learn how to write a manifesto is by developing a firm grasp of manifesto structure. This gives you a powerful toolkit for crafting great manifestos, as well as the ability to quickly diagnose bad manifestos and see how to improve them. The best way to learn how to write a manifesto is by developing a firm grasp of manifesto structure.
The Independent “Litany”
Schlitz “The Owners Protect It”
Papercut “This is Not Your Life”
Dove “Twenty Fascinating Facts”
Dodge “Man Bag”
OK Soda “The ‘OK’ Manifesto”
Nike “Falling in Love in Six Acts”
Tony's Chocolonely “Manifesto”
Epuron “Mr. W”
Ram “So God Made a Farmer”
Apple “Welcome, IBM. Seriously.”
Donate Life America “The World’s Biggest Asshole”
Clark Street Bridge “Looking Back”
Axe “Find Your Magic”
Rain Forest Alliance “Follow the Frog"
Dodge “Wisdom”