The book title "Make Brilliant Work" is forgettable, while "Steal Like an Artist" is compelling because it contains a conflict—artists are supposed to be original, not thieves. This principle of juxtaposition can be applied to any writing by introducing opposing ideas to create immediate tension and capture attention.
South Park's creators use a simple rule: if you can connect your story beats with "and then," you have a boring list of events. If you must use "but" or "so," you have a compelling narrative of cause and effect. This creates unresolved tension and keeps the audience engaged.
When asked to create an ad about Ramp's cutting-edge development team, the speaker ignored abstract concepts like "sprint cycles." Instead, he told the story of a uniquely brilliant developer named Calvin. This approach makes technical superiority relatable and memorable by focusing on a real person, not an impersonal process or feature.
When asked how marketers can drive storytelling in reluctant organizations, the speaker revealed his successful ads for Ramp weren't from a brief. He created the concepts, wrote the copy, and texted them directly to the founder. This proactive approach bypasses committees and demonstrates value, forcing a conversation about better marketing.
Asana spent $345M on vague slogans like "move work forward." In contrast, Basecamp spent just $2M on marketing, including writing a best-selling book ("Rework"), and built a compelling narrative to achieve similar customer numbers. This highlights the immense ROI of learning to tell a story versus simply buying attention.
Storytelling frameworks are useless without substance. The foundation of a compelling narrative is knowing more about your industry's core problem than anyone else. The goal isn't to master abstract techniques but to develop a deep, unique perspective that you feel compelled to share. The true test: could you write a book on your category?
Every compelling story needs conflict, which requires an enemy. Companies can define their enemy in one of three ways: direct competitors (e.g., other vodkas), competing approaches (e.g., cycling vs. the tube), or beliefs you stand against (e.g., humans are terrible drivers). This ABC framework (Approaches, Beliefs, Competitors) simplifies narrative creation.
Instead of claiming to save "billions of hours," financial software company Ramp illustrates its value by showing how a single $5 cup of coffee actually costs 13 minutes in administrative waste. Starting with a small, relatable scenario makes a large, abstract benefit feel concrete and significant, as it's easier to make something small feel big than the other way around.