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Showing posts from November, 2017

A Challenge About Rocky

Rocky is to Philly as: Bronx Tale is to the Bronx? Chinatown is to LA? JFK to New Orleans? LadyBird is to Sacramento? Breaking Bad to Albuquerque? The Sopranos to Ramopo? Star Wars to a Galaxy Far, Far Away? Apocalypse Now to Nam?
It's easy to list works with memorable settings. But our challenge is finding a work with a perfectly impactful setting. We mean a setting that somehow captures the characters' essense, the works' theme, the antagonists' power, and creates a spiritual connection with story so essential we're not overstating by saying it gives the story soul. And, we have to find one that isn't Rocky. We call it setting-story relationship. 
In Run A Better Set's mind, Rocky is the paradigm of setting-story relationship. If you take Rocky out of Philly, you don't have a timeless movie. 
Rocky is a story of an underdog. Philly is known as an underdog town. The American Revolution was our first American underdog story and it was produced in Philadelphia. Th…

Don't Co-Found With a CTO

Socrates once walked around to the craftspeople, poets, and politicians in Athens and asked them about their expertise. Because his subjects were all skilled in their particular area, they assumed they knew everything.

Let's assume you're a founder without a technology background. You think "I have a great idea for an app". You talk to your circles about it and they confirm. You do some preliminary research and it confirms your first hypotheses about the problem, need, and market opportunity. You're sure the only thing between you and the lucrative benefits you imagine is the ability to create the technology. You set out to find a tech person to build your idea.

Developers are not rare. Over the next half-century, computer science jobs could become as popular as plumbing jobs. Supply is high; that's good news for a founder who wants a job done fast and cheap. You probably don't realize supply is high. It's okay - technology is new to you.

Be aware - i…

Film Credit Confusion

Coupons remind us of Film Tax Credits. We're going to use the analogy between coupons and tax credits to show how understanding "Film Credit Confusion" can help a producer run a better set.

Imagine you have a 20% coupon to your grocery store. With a coupon you think - great, I'll save money. You leave with your purchase thinking you've made a good deal. And the store sold items. Good for the store, great for you cause you saved.

A coupon is designed to do two things. The first is to bring you into the store. The next is to have a confusing psychological effect on you; its there to make you think you've saved while distracting you as you spend more money than you expected to spend. In any retail setting, once customers enter a the store, they buy items they didn't anticipate buying (largely due to packaging and marketing displays) and more often than not, they spend more on the unanticipated items than on the items they plan to buy.

Think about yourself - …