Why 'thriller' businesses don't work
I recently read a fascinating book called “Hitchcock: Mastering Suspense”
It was written by a screen writer.
But has a lot of lessons for small business owners. Whether on the marketing side, or, like in this case, the mindset.
Early in the book William C. Martell defines the difference between an action movie and a thriller.
“In an action move, the protagonist confronts the conflict. In a thriller, the protagonist runs away from the conflict.”
Action movies have action scenes.
Thriller movies have suspense scenes, and little action.
Suspense lasts longer than action, and of course, creates long, heightened periods of stress.
“Suspense is the anticipation of an action… once we get to the action part the suspense is over!”
And it’s very similar in business.
When people take action, they’re typically less stressed than those who avoid action for longer periods of time (sometimes, even in the name of ‘relaxing’).
And more:
There are twenty ‘suspense’ scenes that are common among thrillers, that are known to cause that heightened ‘edge of the seat’ stress feeling.
Here are ten of ‘em
1) TRAPPED - Extra points for vulnerable factors (i.e. Not knowing what to do next - all tactics, no strategy)
2) WATCHING - UNABLE TO HELP SOMEONE ELSE IN DANGER (Can't help the client, not sharing the offer)
3) HIDING (MUST BE QUIET) - while bad guys search. (Fear of judgement)
4) OUT IN THE OPEN (the flip side of hiding) - how not to be seen. (Put out marketing, now afraid of judgement)
5) BEING QUIET / STILL / UNSEEN - when bad guys search. (Avoiding difficult conversations)
6) PRETEND TO BE SOMEONE ELSE - will false ID be discovered? (Copying someone else’s personality)
7) MISUNDERSTANDINGS - communication breakdown leads to trouble. (Not really sure what I’m talking about, not constant communication with clients)
8) CREEPING AROUND - REMAINING UNSEEN (lurking, consuming but not creating)
9) RACE AGAINST TIME (i.e. impatience in the business)
10) THE MAZE - lost, confused, trying to find way out while they search for you. (Gettin’ caught up in consuming youtube, the social media scroll)
For the creator, too many of these ‘suspense’ scenes will turn an every day business into the deepest, darkest, and most ‘knife edge’ thriller you can imagine.
Which creates a ton of stress, from a lot of non-action.
Not ideal.
The quickest way to turn the thriller into an action is to end the suspense and take an action. And the more this happens, the lest suspense there is, and the more the business can grow.
Create ‘action’ businesses, not ‘thrillers’.
Something to think about