Why Defiance Sells
[ THREAD ]
Let's go 👇
[ THREAD ]
Let's go 👇
Defiance is one of the most useful tools in business.
To understand why...
Let's look at the root of all marketing: Storytelling
To understand why...
Let's look at the root of all marketing: Storytelling
Every great story has a defiant hero who rejects the laws and constraints that society has imposed.
Why? Because these constraints create dramatic tension by conflicting with what the hero needs to do.
Let's look at a few examples...
Why? Because these constraints create dramatic tension by conflicting with what the hero needs to do.
Let's look at a few examples...
1: The Matrix
The Matrix is all about constraints.
- Everyone is living in a false reality
- Humans are harvested for energy
- Agents crush dissent and play by different rules
The Matrix is all about constraints.
- Everyone is living in a false reality
- Humans are harvested for energy
- Agents crush dissent and play by different rules
Why do movies invest time in explaining these constraints?
Because once we understand what the constraints are, we actively WANT the hero to defy them.
Once we understand The Matrix, we want Neo to burn it all down.
Because once we understand what the constraints are, we actively WANT the hero to defy them.
Once we understand The Matrix, we want Neo to burn it all down.
2: Game of Thrones
GoT is full of defiant heroes.
- Jon Snow kills Daenerys
- Tyrion assassinates his father
- Daenerys defies the slaveholders of Mereen
GoT is full of defiant heroes.
- Jon Snow kills Daenerys
- Tyrion assassinates his father
- Daenerys defies the slaveholders of Mereen
But even more importantly, GoT shows what befalls people who are NOT defiant.
People like Ned Stark who play exclusively by the rules end up with their heads on spikes.
People like Ned Stark who play exclusively by the rules end up with their heads on spikes.
3: Gladiator
Maximus' entire world is defined by constraints that we desperately want him to defy.
His family was murdered. He's enslaved and framed by an authoritarian asshole.
We cheer Maximus precisely because he rejects the laws and values of his time.
Maximus' entire world is defined by constraints that we desperately want him to defy.
His family was murdered. He's enslaved and framed by an authoritarian asshole.
We cheer Maximus precisely because he rejects the laws and values of his time.
4: The Dark Knight
Batman, as a vigilante, explicitly operates outside of the law.
In the Dark Knight, he breaks it at every turn:
- Spies on Harvey Dent
- Drops a mob boss off a ledge, breaking his legs
- Abducts a corrupt tycoon from a Hong Kong office building
Batman, as a vigilante, explicitly operates outside of the law.
In the Dark Knight, he breaks it at every turn:
- Spies on Harvey Dent
- Drops a mob boss off a ledge, breaking his legs
- Abducts a corrupt tycoon from a Hong Kong office building
But here's the important thing.
While heroes are defiant, they are not defiant "for the sake of it."
They don't just stand UP to something. They stand FOR something.
Maximus, for example, holds a strong moral position. It just doesn't line up with that of his society.
While heroes are defiant, they are not defiant "for the sake of it."
They don't just stand UP to something. They stand FOR something.
Maximus, for example, holds a strong moral position. It just doesn't line up with that of his society.
What does this mean for marketing?
It means the best businesses always defy some existing belief about how things "should" be done.
And they stand for something else.
It means the best businesses always defy some existing belief about how things "should" be done.
And they stand for something else.
1. Facebook stands for virtual connectedness
2. Google stands for freedom of information
3. Amazon stands for convenience
When these businesses started, they all explicitly *defied* the standard way of doing things.
2. Google stands for freedom of information
3. Amazon stands for convenience
When these businesses started, they all explicitly *defied* the standard way of doing things.
Conclusion:
1⃣Marketing is rooted in storytelling
2⃣The best stories feature defiant heroes
3⃣Once we understand the constraints, we actively want heroes to defy the way things are done
4⃣Defiance alone is not enough — great heroes and businesses always stand *for* something
1⃣Marketing is rooted in storytelling
2⃣The best stories feature defiant heroes
3⃣Once we understand the constraints, we actively want heroes to defy the way things are done
4⃣Defiance alone is not enough — great heroes and businesses always stand *for* something
That's all friends!
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