Meaningful Creative Work


Hooks. They are all around us. How many hooks can you spot in this draft 3 of an Video Opener underscore?

STEP 1 = Meeting people where they are at, then STEP 2 = Move them to where you want them to go. You can’t take someone anywhere unless you meet them first. Sometimes using an attention hook causes people to lean in and wonder — “What’s going on here?” Hooks are all around us. This is just one example of “ear-worm” hooks that have been with us for the past several years.

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