3 chapters across the catalog
The But, Introducing Conflict and Emotional Obstacles
The "But" represents the conflict or obstacle that prevents the hero from achieving their goal. This stage is where emotional connection occurs, as the audience relates to feelings of frustration, fear, or desperation. Examples include Dorothy being trapped in Oz or the Airbnb founders having no money despite their vision.
Conflict and Injustice, Empowering Creatives and Women Leaders
Identifying a movement can stem from addressing an injustice or a conflict, such as the narrative that creative professionals must struggle financially. Sarah Page is highlighted for her work with women executives in the music industry, encouraging them to lead powerfully without shrinking themselves. These movements focus on a future defined by empathy, clarity, and authenticity rather than exhaustion.
Conflict and Emotion, The But in Storytelling
The "But" represents the conflict or obstacle preventing the hero from achieving their goal, which serves as the source of emotional connection. Whether it is Dorothy being trapped in Oz or a business owner lacking a clear ideal client, this stage highlights the struggle and vulnerability. This section of the narrative is where the audience relates to feelings of fear, desperation, or the determination to change.
