3min chapter

The Marketing Companion cover image

Master the Art of Business Narrative

The Marketing Companion

CHAPTER

The 10 Keys of Western Narrative

The Western narrative structure is built on conflict and the three acts, right? Something, somebody's going along, something happens, then their struggle. And then a big decision or action is made or taken. In Eastern and Asian narratives there's not always a conflict to resolve. The 10 key show 10 ketsu, the 10 means twist. It's called Kishoten Ketsu in Japanese. "I seek out the tens, the twists in life," he says.

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