Brian Massey, founder of Conversion Sciences and author of 'Your Customer Creation Equation', challenges traditional marketing norms by advocating for the embrace of the villain archetype. He argues that portraying your brand as a purposeful antagonist can effectively engage customers and drive meaning. Through intriguing anecdotes, he explores how brands can redefine heroism, navigate ethical marketing, and even leverage manipulation positively to disrupt the market and attract ideal customers.
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question_answer ANECDOTE
Ninja Smoker Infomercial Impact
Rich Brooks shares how repeated exposure to a seemingly gimmicky Ninja Smoker infomercial convinced him to buy the product.
He now loves using it for various smoked dishes, illustrating marketing's power to change perceptions.
insights INSIGHT
Villains as Change Agents
Villains in stories act as agents of change who see something wrong and choose to fix it.
Brands acting as villains can purposefully challenge norms to push their solutions and change the world.
question_answer ANECDOTE
Ferris Bueller as Villain
Brian Massey explains Ferris Bueller is the villain because his manipulative actions provoke Cameron's heroic journey.
Cameron faces trials, a symbolic death and rebirth, making him the true hero of the story.
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Published posthumously in December 1817, *Persuasion* is Jane Austen's last completed novel. The story revolves around Anne Elliot, a 27-year-old woman who, at the age of 19, was persuaded to break off her engagement to Captain Frederick Wentworth due to his lack of wealth and connections. Eight years later, Anne and Captain Wentworth, now a successful naval officer, meet again, setting the stage for a second chance at love and marriage. The novel explores themes of love, social class, regret, and the consequences of pride and persuasion, reflecting the societal norms and expectations of the Regency era in England[2][4][5].
The hero's journey
Joseph Campbell on His Life and Work
Joseph Campbell
This book is a biography of Joseph Campbell, presented through a series of conversations with various individuals he inspired, including poets, anthropologists, filmmakers, and other notable figures. It reflects on Campbell's lifelong exploration of mythic traditions, which he termed 'the one great story of mankind'. The book covers topics such as the origins and functions of myth, the role of the artist, the need for ritual, and the ordeals of love and romance. It provides a personal and insightful look into Campbell's life and his seminal work on the hero's journey[4][5][6].
What if everything we've been taught about brand positioning is backwards? While most businesses scramble to cast themselves as the hero swooping in to save the day, conversion optimization expert Brian Massey argues there's real power in embracing your inner villain. Not the mustache-twirling, world-destroying kind of villain—but the purposeful antagonist who sees something wrong with the world and has the audacity to change it. In this conversation, Brian breaks down why being the villain in your customer's journey might be exactly what your marketing needs to cut through the noise, attract your ideal customers, and yes, even make the world a little bit better in the process. https://www.theagentsofchange.com/588 Need help with your branding, website, or digital marketing? Reach out to me (Rich Brooks!) today at https://www.takeflyte.com/contact
The Agents of Change Digital Marketing Podcast 
