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From Seth Godin’s blog today:

“I reserve “architect” to describe the intentional arrangement of design elements to get a certain result.”

That’s what story structure is: the intentional arrangement of elements to get a certain result. The certain result can be emotional, psychological, or intellectual. It can be created consciously or unconsciously but it serves to help your story.

It is not about formula. It is is about designing your story so that you create a certain result. It is a strategy.

At the end of Seth’s post, he says:

“Architecture, for me anyway, involves intention, game theory, systems thinking and relentless testing and improvement. Fine with me if you want to call it design, just don’t forget to do it.”