You gotta give the result first.
Here’s what I mean.
Grand Designs is one of the most successful programs ever produced.
But I’m not sure it would be a hit if it were created today because story structures have changed.
Every episode follows a familiar story arc:
1. We meet the naively optimistic owner builders.
2. Our heroes face seemingly insurmountable challenges.
3. Their masterpiece is revealed.
In other words, 1. Setup -> 2. Process -> 3. Results.
The producers bank on viewer curiosity holding attention to see the final reveal. But attention spans are contracting. People now view most content on demand, with a finger poised over fast forward and a second or third screen nearby.
That means how we structure content may need to change.
Because curiosity isn’t about the result anymore, it’s about the process to get there.
👉 In other words, when designing your message, in whatever format, consider revealing the result early on, 3. Result > 1. Setup -> 2. Process.
Not only will this establish your credibility, your customers will feel confident that it’s worth their time and you’ll sell them on the process, which is really what they buy from you, anyway.
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