Emerging Story Arcs

Nay Cook shared that he’s learning a ton about story arcs in advertising from Richard Gaffin. If you’re going to sell fire extinguishers, start with the fire: https://commonthreadco.com/blogs/coachs-corner/social-media-advertising#platform

Luke has been learning about the application of this concept in client communications, presentations, and meetings. He used to start with laying out all the data before getting to the insight because he thought they wanted to hear all the thought work. He was prioritizing what he wanted (to appear hard-working) over what the client wanted (the insights). Then he can always get to the supporting data that they want.

Post-meeting, it’s much easier to see and take note of what clients really want, which sets up the next meeting.