Chapter 8
Narrative Is Where Angle + ICP Meet
An angle answers:
"Why should someone care?"
A narrative answers:
"How does this unfold for this ICP?"
Angle
+ICP
=Narrative
Narrative Resolves
What comes first
What must be explained
What can be assumed
What objections appear early
This is why
•The same angle needs different executions
•Creatives must feel 'native' to the audience
•Generic messaging fails even with good ideas
Key Takeaway
Narrative resolves what comes first, what must be explained, what can be assumed.