CATCHER
We create stories that compel people to action.
How do we do that? The physical materials and processes can be simple. But the technical aspects and accomplishments aren't what audiences remember...
What really matters is that these processes and materials make manifest the invisible, that is the desire, the struggle, the achievement and in this case the realization of a truth that stays with the audience and affects their thoughts and their decisions going forward.
The beauty of a good story is that there doesn't need to be a heavy handed call to action. The story itself is what is embedded in people's thoughts and feelings and that is much more powerful than simply saying "learn this lesson" or "buy this product now".
The real power is in showing, not telling.
