Chapter 2

Do familiar story patterns make stories boring?

Dùng khuôn chuyện quen có làm câu chuyện nhàm?

The chapter's question

What are the most powerful tropes across stories, marketing, and culture?

Big idea

Mastering a handful of universal tropes gives you the ability to craft stories that resonate with almost any audience.

In this chapter

  1. Part 2.1

    Tropes of Journey and Change

    Does your customer story have all five beats: customer, problem, product, change, result?

  2. Part 2.2

    Tropes of Recognition and Victory

    In your brand's five-sentence Underdog story, which sentence names the opponent and what you win with?

  3. Part 2.3

    Tropes of Breaking the System

    When you write They say X, we say Y, because Z for your industry, does Z name where the new way is better?

The reading for this chapter is inside Conan School

This chapter has 3 readings, with case stories and exercises. Chapter 1 of Tropes - Story DNA is free to read right here.

Read in Conan School

Chapters of Tropes - Story DNA

  1. 1.Do moving stories come from pure originality?
  2. 2.Do familiar story patterns make stories boring?
  3. 3.Should a story fulfil expectations, or twist them?