The Secret Ingredient to Storytelling

Powerful Villains

[ THREAD ]

Let& #39;s go https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Rückhand Zeigefinger nach unten" aria-label="Emoji: Rückhand Zeigefinger nach unten">

What makes stories epic?

Many say the characters.

But it& #39;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.

—Batman needs the Joker
—Daenerys needs Cersei Lannister
—Luke 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.

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...

The villain doesn& #39;t need to be a person.

The villain only needs to be a source of chaos and upheaval.

The villain can be:

—Nature (Armageddon)
—Modern Society (Fight Club)
—Supernatural (Independence Day)
—Technology (The Terminator, The Matrix)

What does all of this mean for us?

It means that every great marketing story needs a villain.

The smartest brands realizes this.

—Apple& #39;s villain? Microsoft
—Google& #39;s villain? "Evil" tech
—Tesla& #39;s villain? Climate change
—Amazon& #39;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.

—Google is the enemy of personal privacy
—Facebook is the enemy of social harmony
—Amazon is the enemy of small businesses
—Etc.

Conclusion:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="1⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1">Every great epic has a great villain
https://abs.twimg.com/emoji/v2/... draggable="false" alt="2⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2">Villains are often evil, but the real enemy is chaos
https://abs.twimg.com/emoji/v2/... draggable="false" alt="3⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3">Heroes are the antidote to chaos
https://abs.twimg.com/emoji/v2/... draggable="false" alt="4⃣" title="Tastenkappe Ziffer 4" aria-label="Emoji: Tastenkappe Ziffer 4">Smart brands identify villains and cast themselves as the hero
https://abs.twimg.com/emoji/v2/... draggable="false" alt="5⃣" title="Tastenkappe Ziffer 5" aria-label="Emoji: Tastenkappe Ziffer 5">The villain can take many forms, from nature to technology to chaos

That& #39;s all friends!

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