"hey what's going on well 2024 was a big year for how I write and I want to make a video where we could revisit the very very best lessons and think about hey what does this mean for for our writing an..."

"let's [Music] roll let's say that you're going to"

"roll let's say that you're going to write a story or what have you or a chapter in a book and and the scene is a young girl is coming downstairs uh it's approaching dinner time it's the 1960s early 19..."

"why this felt a little offer that whatever so as a wrer then you go go into this situation of of as you say there's this iterative process of of trying to observe accurately and trying to write it car..."

"[Music] know what is a diapy a diacap is a verbal sandwich like that so um in that case it's a horse a horse my kingdom for a horse in Richard theii free at last free at last thank God almighty we're ..."

"it I've been talking about this book for years and I've never thought about it that there we go never said it that well there were just these things we love to remember burn baby burn Disco Inferno is..."

"them and just long long list of places and you you know you're being you know that's rhetorical you know what's happening there that he's starting each sentence with the same words we will fight them ..."

"knew some people that worked at a very large potato chip company which I will not mention by name but they said well Ted you have no idea we worked for years to find exactly how to have a potato chip ..."

"relationship with the reader [Music] requires I think the word storytelling is cliche right now super cliche and it's overused people don't really Define it it's just like a buzz word at this point bu..."

"facts or talking points or statistics and that's why by the way a lot of times when you see companies trying to defend themselves they're already losing because an accusation is usually story whereas ..."

"how much do you think about framing in terms of the narratives because that's the other thing right once the accuser has the frame so once you're responding you've lost the frame I think that's right ..."

"like you know like be able to lay like this whatever you definitely want to be able to like rip Pages out I'm a big believer of like I take a bunch of notes and then I like clearly like rip them out s..."

"how many notes you're writing per day on that thing uh I go through one of these like every three two or three weeks oh wow so you're taking a lot of well this you can see how much I've ripped out lik..."

"I'm gonna now I'm GNA maybe give him more permission to change my mind right uh if it's authentic being emotional changes the Cadence interrupts the Cadence in a powerful way and they think they liste..."

"the story Worthy is amazing book by this like teacher guy who's like the 20time storytelling champion of the moth storytelling I didn't I didn't even know what this thing was but whatever if you're th..."

"person was going to feel a certain way then the story has Stakes so for example if I'm trying to impress my mom doing the Brussels sprouts thing embarrassment is what's on the line right like I'm goin..."

"what's the 5-second moment of change for the for the main character you don't really have a great story we're just going to break down what it is that you're doing here I want to start off with how yo..."

"you into a Perpetual landlord tenant agreement every month you pay for essentially the same thing that you had last month and if you stop paying the software stops working boom you're evicted is that ..."

"in the wall there's a leak you know all the landlord stuff all the yeah the bad landlord stories everyone has one somewhere right in college or or wherever they're living now whatever it is so now I c..."

"no such thing as play without personality and so I think that what play does is it brings out the personality that so many people are seeking yeah valuations shot to the moon on the backs of businesse..."

"with me later in a sense I kind of want them to agree with me first so it's kind of like you read the first half of this and you're probably going to go yeah yeah uh-huh yeah you're nodding I want to ..."

"that generally that format works well for me um I mean I've seen and when you look at great product demos it's the same way they kind of show a product and this is what's wrong with the product or the..."

"bullets sort of follow the similar structure where the first half of the sentence is like the previous existence or reality and the second half is like the new the new things I like that pattern I lik..."

"do if there's only going to be this it's less aggressive it's more like a love letter to email and so I wanted to open up in a in a in a happier thing than like a sharp statement one of the things tho..."

"the mail is wonderful but you also get junk mail do you hate letters right no you kind of like letters wedding invitations are great yeah amazing right yeah but things change uhhuh you started getting..."

"how it feels it feels like an avalanche like you're out of control of an avalanche you're caught in it you can't do anything about it of course it can be tragic this is not that but it's this barrage ..."

"treasure so whenever I'm talking about the positive aspects of of email it's like really special positive things they're Enchanted words yes so I I I know I didn't like go through the source to find t..."

"the Magic's still there it's just obscured buried under a mess of bad habits and neglect some from people some from machines a lot from email software email deserves a dust off restoration modernized ..."

"it yeah the thing that I learned in the last 20 minutes or show as we were doing this was how much you like playing around with the rhythm of words right so you said a redo a rethink prayers and payer..."

"comes together so I I'm making a course on copyrighting uh this is now I wrote probably for the landing page um probably a little bit too much going on for a billboard but I want to give you the proce..."

"as much on ads that's like the the parallel of that one or two explain what you mean by conflict how I look at a conflict is just like it could be red and blue it could be Christianity and Atheism it ..."

"point this is why I feel like what what you take in as a rider is so important because a couple years ago uh I I saw this Volkswagen um ad which I loved how to how to prepare your car for winter Volks..."

"bit of shape and where are you at now what do you like about this what don't you like about this critique this and just give me a sense of I well at the time David at the time I wrote this I was like ..."

"rewrite it again this time what's missing I thought like look at the volswagen and it has headings so I needed to make this simpler so want to grow twice as fast you got two choices you got the corpor..."

"the copyrighting way that worked so I've created a problem and I've solved a I've solved a problem one forward one back so then I think all right I need to write something like a similar ilk to learn ..."

"process this is writing design visual with images and visual with words working together in harmony so so I couldn't if I was doing this on a word dog I couldn't I couldn't let I couldn't do it like t..."

"and prey the guy's pissed at this point like he's an idiot he's throwing money and praying he's he's we don't like this guy and the guy who's writing uh turn that into a typewriter and add a light bul..."

"the way that you approach copyrighting it is the art of simple communication it's like an art project the way that you do it so this is It's copyrighting is arguing this is just an argument is like wh..."

"worked I believe there should be like a theme there should be like not a moral but this is sort of the lesson this is what the story is getting at this is what holds the whole thing together and so wh..."

"and you want to like if if the character is from the first person which some of my stories are are from an omniscient narrator inside that person you have little words and cues that put you inside tha..."

"details are very particular so in Mastery I talk about Leonard Da Vinci and how his paintings are so uncanny and weird because they feel like the real life they feel alive and and he does it through d..."

"imagination from a very early age so you've got your own limited life when you're a child and if you don't have parents that are perfect and if you don't come from a lot of money even even if you do c..."

"because they don't have any inner resources when they're bored ah I'm bored okay let me think about a million years ago let me go get a book about that let me look at the National Geographic let me go..."

"also teaches you incredible lessons about the present what would you say here about the excitement of writing and the excitement of The Craft of writing and what you've discovered there well you know ..."

"so if you put the time and you write a book it's going to be painful it may take you a year for me it takes several years but you've you've done it people will look at you differently you'll have a yo..."

"um so that's the word level considerations for voice the other consideration is the sentence level so and I I would try to teach this it's a very complicated question because English grammar is not tr..."

"start to participate in the affect of the thing that it's describing right so if I start with my predication and I put in a lot of other modifiers that creates a certain kind of syntax mhm he pointed ..."

"sentence oh wow I did not catch that right yeah in the same way that she's she's hidden in the physical spin I did not catch that you have to wait for her wait for oh there she is right now the Third ..."

"chord tell me about your just communication lessons that you've learned from Peter teal he is so distinct in the way that he communicates I know you've spent a lot of time with him especially early in..."

"push on you know you should only push on a few of these things in writing in business whatever I I I really I really really believe in this principle and I mean I think this is why like all business a..."

"coming up with put the story How does writing factor into that uh again I think of like writing as a tool to think more clearly or to get to the essence of something and then hopefully when you're in ..."