Matthew Clark's Key Ideas from Captivology
by Ben Parr

• Leverage classic storytelling techniques of conflict, tension, stakes, and resolution.
• Build empathy through relatable characters.
• Frame stories around transformation and meaning.
• Make abstract ideas vivid through narrative.
• Stories spark action.

Curiosity is key to engagement. Leave gaps for the imagination. Hint at something deeper. Ask provocative questions. Reveal secrets and insights over time.

Surprise people and subvert expectations. Set up mysteries.

Authenticity requires sharing genuine motives and personality. Be boldly vulnerable. Celebrate flaws. Abandon polished perfection; it distances people.

Imperfection breeds connection when real.

Activation requires inspiration. Convey your purpose clearly. Show how you improve lives. Paint a vision people can participate in.

Enable people to transcend self-interest and be part of something meaningful.

• Experiences, not just information, grab attention.
• Craft immersive events that engage the senses on many levels.
• Make people active participants, not just observers.
• Leverage surprises and rituals.

Ideas must spark conversations and sharing to spread. Determine your key messages and calls to action.

Make content visual, unexpected, and emotional to increase sharing.

Avoid vanity metrics like views or followers. Assess how you change beliefs, inspire action, build loyalty, and help people.

Measure authentic engagement and lives touched, not just reach.