Blake Snyder

draw us into the "story" of the product being sold?

draw us into the "story" of the product being sold?

> An adjective to describe the hero

> An adjective to describe the bad guy, and...

> A compelling goal we identify with as human beings

Many will tell you differently, and this is only my approach, but I think the "who" has to serve the "what is it?" — not the other way around. A