The document discusses how to make messages hard to ignore through storytelling. It explains that people are more likely to pay attention when a story follows common narrative structures like having a hero, conflict, and outcome. Effective stories also include a guide who helps the hero take action to resolve the conflict towards either success or failure. Following a narrative structure allows people to imagine "what happens next" and helps them adopt the story.
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HERO
What the
client wants
CONFLICT
Who or what
is opposing
the hero?
GUIDE
A figure
appears who
can help & has
a plan
ACTION
The hero is
challenged to
take action
OUTCOME
Transformation
towards failure
or success