Create tension to turn people into customers.

There are two ways of doing things. Either you are just a service/product provider of a common thing, like a taxi driver. In this case, you simply do your job. Or you can be an agent of change, someone who creates tension and then relieves it.


  1. To get people to use your product or service, you must create tension.

  2. To create tension, you must interrupt a pattern.

  3. Tension is a feeling of being left behind.

  4. The best way to create tension is to craft stories. These stories should break the status quo.


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