686: The hardest part of the story

I’ve talked a lot about how we create and resolve tension in stories … how opening up gaps can pull our prospects into our world.

But what happens next?

Every ‘list post’ headline is leveraging curiosity… every website is offering an ‘ethical bribe’.

But, that’s the easy part.

As I said in the final Mad Men episode … the hardest part of any story is the end – how we deliver on that tension.


This rough and ready podcast is free and happily given, but if you want to buy me a coffee from time to time… have at it.