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#SOTD 18: Every war is fought on two fronts

9 March 2022

On Monday, I came across a superb article by Santosh Desai, social commentator and leader from the advertising world.

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Santosh writes about the two fronts of every war: The Battlefield and The Media.

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What drives the war of narratives? Who's winning it in the Russia-Ukraine war? Why?

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Do narratives even matter?

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These are some of the questions that Santosh tackles in his piece.


I found it a good case study of the use of the Pyramid Principle to organise the points and the flow of the article.​

Here's my take on the key points made by Santosh, broken down using the Pyramid Principle.


Here are the story techniques used in the piece:​


#SOTD 18​

#SOTD 60: Share your own stories (and be vulnerable)
9 March 2022
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You need the power of storytelling on your side

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