The idea of identifying a villain that is causing an internal, external, and philosophical problem may seem daunting, but it will come to you if you commit to working it out in a brainstorming session. But be careful. A large problem most of our clients face is they want to include three villains and seven external problems and four internal problems, and so on. But, as I’ve already mentioned, stories are best when they are simple and clear. We are going to have to make choices. Is there a single villain your brand stands against? And what external problem is that villain causing? How is that
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