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The Secret Ingredient to Storytelling
Powerful Villains
[ THREAD ]
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Powerful Villains
[ THREAD ]
Let's go
What makes stories epic?
Many say the characters.
But it's not *just* the characters.
It is the relationship *between* the characters.
And, in great stories, that means conflict...
Many say the characters.
But it's not *just* the characters.
It is the relationship *between* the characters.
And, in great stories, that means conflict...
Conflict is at the heart of every epic.
âBatman needs the Joker
âDaenerys needs Cersei Lannister
âLuke Skywalker needs Darth Vader
But, this is important...
âBatman needs the Joker
âDaenerys needs Cersei Lannister
âLuke Skywalker needs Darth Vader
But, this is important...
It is not usually *evil* that forces a hero to become a hero.
It is the *chaos* that villains produce which activates heroes.
It is the *chaos* that villains produce which activates heroes.
The Dark Knight is a great example.
Batman does not get involved because the Joker is evil. Batman acts because of the chaos that the Joker creates.
The hero is the antidote to chaos.
Since chaos, rather than evil, is what makes a villain...
Batman does not get involved because the Joker is evil. Batman acts because of the chaos that the Joker creates.
The hero is the antidote to chaos.
Since chaos, rather than evil, is what makes a villain...
The villain doesn't need to be a person.
The villain only needs to be a source of chaos and upheaval.
The villain can be:
âNature (Armageddon)
âModern Society (Fight Club)
âSupernatural (Independence Day)
âTechnology (The Terminator, The Matrix)
The villain only needs to be a source of chaos and upheaval.
The villain can be:
âNature (Armageddon)
âModern Society (Fight Club)
âSupernatural (Independence Day)
âTechnology (The Terminator, The Matrix)
What does all of this mean for us?
It means that every great marketing story needs a villain.
It means that every great marketing story needs a villain.
The smartest brands realizes this.
âApple's villain? Microsoft
âGoogle's villain? "Evil" tech
âTesla's villain? Climate change
âAmazon's villain? Inconvenience
Today, even the practice of meditation is positioned as the antidote to the villain of always-on technology.
âApple's villain? Microsoft
âGoogle's villain? "Evil" tech
âTesla's villain? Climate change
âAmazon's villain? Inconvenience
Today, even the practice of meditation is positioned as the antidote to the villain of always-on technology.
Of course, once companies reach the top of the food chain, often THEY are the ones who become the villains.
âGoogle is the enemy of personal privacy
âFacebook is the enemy of social harmony
âAmazon is the enemy of small businesses
âEtc.
âGoogle is the enemy of personal privacy
âFacebook is the enemy of social harmony
âAmazon is the enemy of small businesses
âEtc.
Conclusion:
Every great epic has a great villain
Villains are often evil, but the real enemy is chaos
Heroes are the antidote to chaos
Smart brands identify villains and cast themselves as the hero
The villain can take many forms, from nature to technology to chaos
Every great epic has a great villainVillains are often evil, but the real enemy is chaosHeroes are the antidote to chaosSmart brands identify villains and cast themselves as the heroThe villain can take many forms, from nature to technology to chaos
That's all friends!
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