How Apple Creates Suspense, Why Satisfaction Doesn’t Matter, and A Lesson From Star Wars

I spoke a while ago on the idea of what I’m calling ‘brand mystery’ – we looked at JJ Abrams’ TED Talk and Lost, and how he tells a story by suspense. He never provides the complete picture, and this is what keeps you hooked. This is contrary to what one copywriter thought when he said “every advertisiement should tell the complete story” – to which I wholeheartedly disagree. Discovering a brand, and unravelling its mysteries, is such a rich experience (and one that I’ve been enjoy since childhood) that it ties you emotionally into it for years to come. Continue reading

Sucker For A Story. A Bigger Sucker For A Mystery

Free MeThis image enthrals me. Why? Because it doesn’t just tell a story. It also doesn’t tell the story: are these two people talking, or have they just met? What are they meeting for? What is that moon-like thing? What does this image mean and stand for? By mentally filling in the gaps, I look at this longer than I would at an image that told the whole story.

I’m sucker for a story. I’m the type of guy who watches the trailer, and wants to watch the film just to find out what happens. Hence I often save myself money by jumping on Wikipedia. I just have to find out what happens, to the point that I almost don’t care about the acting and special effects.

But I’m a bigger sucker for a mystery – and I think that really, that’s just what a good story is full of – continual mysteries, twists and nuances that when you discover and work out what they are, provide an incredible sense of satisfaction. No wonder that Lost is so engaging – it’s so full of mysteries that you just have to know the answers too – and it keeps you hooked week in, week out. Continue reading