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The difference between a great pitch and a viral explainer is one simple mindset shift.
Have you ever wondered how big Youtubers can talk about something as abstract as Markov Chains…
and still get a whopping 9.5 million people to watch?
Today, we break down some of the techniques that master science storytellers use.
Let’s dive in!
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The best science creators don’t try to teach straight off the blocks, they start by getting on a level that anyone can understand.
EMOTION!
Taka look…
almost every single Kurtzgesagt video starts with a strong emotion that anchors the story
1/ the preception of bacteria as little invaders, or 2/ smoking as a negative habit
Kurzgesagt episodes don’t lead with “information.”
They start with emotion: awe, wonder, sometimes FEAR!
Sometimes it’s the only common starting point.
People may know NOTHING about the microbiome, but they know they don’t like the idea of tiny little things crawling around them.
But where do you go from there?
Step 1) Emotion before explanation
This video is on genetic engineering and “designer babies” but it starts with this fear that existed in the 80s …
that computers would take over the world…
The fear of computers taking over is universal.
But, we need to quickly steer this connection into the right direction, we need to show what can be lost or won if we don’t get this right… ➡️
Step 2) Introduce the stakes!!!
What can be lost or won?
we need to quickly establish a question that people want answered!
Step 3) Switch to the Simplest Possible Model
Now, it’s time to give a little context
Kurzgesagt doesn’t go straight into a CRISPR explainer but reframes CRISPR as the oldest war in the world!
Result: a complex idea gets a single mental handle.
Step 4) Ladder of Abstraction (zoom out → zoom in → zoom out)
at this stage our attention is earned!
we know what is at stake, and the very basic facts that will make us understand the next part…
there is space to dive into explainer mode here and analyse the more technical parts: the history, the first attempts, the BIG WHY!
if you keep watching this video the next 2-3 sections follow the exact same structure.
Breathing room → setting the scence → information dense section 🔁 Repeat!
🖼️ 3-step Mini Framework
How you can apply this:
Emotion:
what is the problem? what emotion does it evoke?
Curiosity:
what is at stake? if you succeed what can be different about the world?
Explanation:
how are you going to achieve this?
Know a founder who’s building something hard to explain?
Forward this to them.
Who should we break-down next edition? 👀
Giota