Category Archives: Learning

The note of Story: Style, Structure, Substance, and the Principles of Screenwriting Chapter 1

Story is about archetypes, not stereotypes.

Two typical and persistent kinds of failed screenplay.

  1. “personal story” bad script(The writer see what is visible factual, he is blind to the truth of life)
  2. The “guaranteed commercial success,” is an over-structured, overcomplicated, overpopulated assault on the physical senses that bear no relationship to life whatsoever.

Story is metaphor for life.

Sensory and imaginative are powers prerequisite to creativity.
Writing also demand two singular and essential talents.

  1. The first is literary talent– the conversion of ordinary language into a higher, more expressive form, vividly describing the world and capturing its human voices.Literary talent is, however, common.
  2. The second is story talent– the creative conversion of life itself to a more powerful, clearer, more meaningful experience.

The material of literary talent is words; the material of story talent is life itself.

Story talent is primary, literary talent secondary but essential. Only by using everything and anything you know about the craft of storytelling can make your talent forge story.

行銷4.0書評

行銷4.0討論數位旅程如何塑造新的行銷觀念

行銷 4.0

行銷之父科特勒在開場談論為何要從3.0進化成4.0,整本書架構清楚且簡潔有力有3個部分組成,在第1部分討論數位行銷的特性,而本書主要重點在第2部分談及新的用戶旅程以及產業原型,最後第3部分討論到行銷4.0的實際應用,每個章節結尾處都附帶問題,值得讀者反思應用。

雖然本書介紹了一些數位行銷觀念,科特勒並沒有建議我們拋棄舊式行銷手法,而是要做數位跟傳統行銷整合,我們不僅要從數位行銷中觀察數據,更要學習用人類學家方式觀察用戶的行為,站在顧客角度來思考才有辦法面對競爭對手做出差異化

Review of “An invitation to anthropology”

I generated some interests after reading “The ten faces of innovation” by the founder of IDEO, Tom Kelley, who talks about anthropologist. I chose an introduction book used in college called “An invitation to anthropology”.

This book contains 7 chapters. The first chapter introduces the history of anthropology and second chapter talks about the division of anthropology. The third chapter discusses the often-used fieldwork method called ethnography. The main purpose of first three chapters occupying almost half of this book is discussing the main structure of anthropology. The last three chapters (gender, marriage/family, and religion)are issues which anthropologists have interests in. Chapter 4 is talking about human history as a bridge to the last three chapters.

The author blended many stories with academic articles so that even non-professional reader could understand these terminologies with ease. Every chapter outlines article sources so that It’s convenient to find and search them if you want to learn more.

The application of anthropology exists everywhere. Using chapter 3, ethnography, as an example. Every anthropologist should experience several key steps(entrée → cultural shock → establishing rapport → cultural understanding) when doing field work. I’d once participated a cell group in a church. The brothers or sisters always give all new visitor a warm welcome. XXX is my group leader(entrée). One day I joined an outside activity held by this church. They taught us pronouncing strange voice, called tongue. Then, they healed and released us by speaking in tongue and pressing their hands on us. Some persons started crying, trembling and vomiting (cultural shock). They behaved nothing different when compared to non-Christian except for these special rituals. I made friends with them(establish a rapport). Afterward, I’d gradually understood charismatic experience gives them the energy to go ahead. They’ll use this kind of power to preach the gospel(cultural understanding).