Purpose Pillar
- Does one question lead to one Keyword? How do we narrow 7 questions to 5 Keywords?
- What is the difference between the Early Impetus and the Purpose?
- Should a call to action be indirect or direct?
- Why 5 Keywords? Why not 3 or 4 or 6?
- Why isn't Purpose the first step of storytelling?
- How do the 5 Keywords and Purpose relate?
- How do you ensure the story helps viewers remember a brand name?
- How do you present Keywords to a client?
- When do you choose Keywords? Before or after you choose a Heart?
- Do you order your Keywords by priority?
- Do you ask yourself or your client/couple the questions to uncover the Keywords?
- Should my client choose the Keywords?
- What if a client doesn't like or agree with your Keywords?
- How do I balance story with the product/features/commercial?
- Should keywords for a documentary series be per episode, per series, or both?
- Must your Keywords align directly with the questions you posed?
- My concern is that the rest of the team won't know enough about the subject to make an informed opinion to determine Keywords.
- Should I steer the interviewees to say Keywords?
- Are Keywords a step too far?
- How do Keywords relate to our Heart?