What is the Downfall story tactic?
Macbeth, Harvey Weinstein and Nokia: they all had a hidden flaw that brought them down.
How the mighty have fallen! We love a good Downfall story almost as much as Rags to Riches. This is partly Schadenfreude-taking joy in another's misfortune. But Downfall stories are also instructive: "let's not make the same mistake they did!"
Try Downfall as a part of a Post-mortem session on a failed project: pipdecks.com/postmortem
How to use the Downfall story tactic
You can use a Downfall story in two ways:
a. Defend: you are the "mighty" one, you're trying to hold onto your position.
b. Exploit: you are the upstart, you want to take customers from a big rival.
Either way, the beats of the Downfall story are the same:
- Flawed power: with Macbeth it was ambition, Weinstein-vile abuse, Nokia-complacency. There's always a flaw, it is always selfish and hidden.
- Desperate denial: flaws begin to show, but the tragic hero covers up and doubles-down, rather than change.
- Deserved disgrace: flaws are fully exposed, the tragic hero comes crashing down, to everyone else's relief.
Defend Against Downfall:
- What are your flaws and weaknesses? How might they be exposed?
- What can you learn from criticism? How might you change?
- If you do come crashing down, what benefits might there be to others? What kind of story could you tell? (See Epic Fail).
Exploit Another's Downfall:
- What are your rival's flaws? How can you expose them?
- How can you show your target customers that they deserve better?
- How can you show your values in a positive light by comparison?
- How would the world be a better place if all your rivals flaws were exposed?