Digital Strategy 101
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FREYTAG’S PYRAMID<br />
DEFINITION USE<br />
A model for developing strategic and<br />
creative presentations<br />
STARTING POINT<br />
GRAND<br />
AMBITION<br />
CHALLENGE<br />
CLIMAX<br />
RESOLUTION<br />
This storytelling framework is as old as<br />
human language and our brains are<br />
conditioned to follow narratives in this<br />
structure. Start with the current<br />
situation, explain what you did, and<br />
what lofty ambitions you gave yourself.<br />
Then, challenge the client with the<br />
barriers to reaching your ambitions and<br />
then explain how to overcome those<br />
barriers. Next, build excitement as you<br />
expose the creative solutions and ideas<br />
you’ve generated and end smoothly with<br />
timing, costs, and next steps.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 53
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