The inciting incident.

You might have heard this term used in different contexts – perhaps in a book or movie when the main character or protagonist runs into a problem or situation that kick-starts the story.

Everything else in the book or movie revolves around a resolution to this inciting incident. They may run into obstacles or other situations on the path to resolving the issue – and helpful collaborators that get them through each obstacle – but at the end there’s an outcome that aligns with settling that initial catalyzing event, along with stakes: an undesired outcome if they don’t prevail.

Think about any movie or book and you can chart this out quite easily:

In “Lord of the Rings”, the dangerous Ring falls into Frodo’s hands (catalyzing event) and everything else in the story revolves around him running into adventures on the path to destroying it (the outcome/resolution), with evil prevailing if they don’t (stakes).

In “A Game of Thrones”, the death of a protagonist’s (Ned Stark) mentor kicks off the involvement of his family in politics to unravel the mystery behind his death (the resolution), with control over the kingdom and his family’s safety at stake.

Of course, these are simplifications of complex stories, but the core elements are there – a main character, their collaborators, an inciting incident, obstacles to a resolution, stakes (unfavorable outcome) and an ideal outcome.

If you step back a bit, you can see this exact same formula/outline with your small business.

Your Customers Or Clients As Main Characters

I say this often here, but having a clear definition of who, exactly your customers (alignment) is as important as anything you offer.

If you look at each story above (or any story or movie you’ve read or watched), you likely can detail traits in depth about them.

You know Frodo is a Hobbit from the Shire that has Wizard as a mentor and friend and other Hobbit friends that you can probably name by heart.

You know Ned Stark is the family patriarch of an ancient house in what is known as “the North” in the books, is best friends with the King, has 5 children with his wife Catelyn and is a man of integrity, honor and driven by duty.

When you talk about your customers, could you describe them with this level of detail?

The “Catalyst”: What Drives Or Inspires Demand For Your Services or Products

The inciting incident is a situation or event that causes a need or desire for action.

This is the Ring suddenly falling into Frodo’s hands in Lord of the Rings (followed by the need to destroy it) and Ned Stark’s mentor being slain in A Game of Thrones (followed by the need to get to the bottom of his death).

For many in the home services industry, something on or in a home has fallen into a state of disrepair (over time or suddenly) so they require the help of a collaborator to get it back into working – or improved – order.

When you look at your services or products – what is the exact situation or event that inspires the desire – or need – of your service and products for the main characters (your customers or clients)?

You And Your Small Business As The Collaborators

In “The Lord of the Rings” Frodo recruits the services of his Fellowship – his Wizard friend, Gandalf, his hobbit friends and other miscellaneous characters in destroying the ring.

In “A Game of Thrones”, Ned Stark has his family and other advisors helping him resolve the mystery of the death of his friend and mentor.

Your small business acts as the collaborators in your customer or client’s story: a helpful liaison in guiding them to a resolution to their inciting incident.

Your Services & Products: Helping Overcome Obstacles & Reach A Resolution

On the path to resolving the inciting incident, the services of the collaborators can help the main character overcome different obstacles en route to a resolution.

In “Lord of the Rings”, a Wizard’s magic and wisdom, an Elf’s bow and knowledge, the humans’ courage and Frodo’s hobbit friend’s persistence play this role in our story framework.

In “A Game of Thrones”, pieces of knowledge from various advisors, an ancestral lineage book and other actions by his family & friends are the “products and services” here.

When you look at your products and services – how do they help your customers or clients overcome different obstacles in the path to a resolution?

The Stakes: What Happens If The Inciting Incident Isn’t Resolved?

A very important, but almost always overlooked part of a story – the stakes.

If Frodo doesn’t prevail in destroying the Ring, evil will win and overtake Middle Earth; if Ned doesn’t solve his mentor’s death, it could mean doom for his best friend and King, his own family and control over the Kingdoms.

What happens to your customers or clients if they don’t find a resolution? What is the undesired outcome?

The Resolution: Inciting Incident Settled

Frodo and his friends destroy the Ring. Ned identifies motive behind his mentor’s death.

For your customers or clients, how would you describe the resolution to the inciting incident?

Your Differentiator: A More Ideal, Faster Or Predictable Outcome

Adding one additional layer to this arc: differentiation.

While you can find hints of this in any story, in the business world this is essentially what makes you different: why customers and clients should choose you as a collaborator over others with the same alignment.

This might be more trusted guidance, unique knowledge, faster or more reliable service – anything that lines up improving on a desired outcome.

These are things that would cause folks to decide to go with you over others, essentially, when an inciting incident occurs.

Lining Up With Your Demand Rhythms & Content

Last week I mentioned how important it is to know your demand rhythms – drilling down on demand peaks and valleys to help you set expectations throughout the year.

For many industries, those demand peaks are initiated with an inciting incident – for some it’s weather related, for others it can be an uptick in crime or burglaries, for others it’s a desire for a change after several years of use or activity, for others yet it’s pure free time associated with different seasons.

Understanding that catalyzing event – and what role you, your small business and your services/products play in resolving that situation can help you guide and fine-tune your digital marketing efforts, from search, social, your website, content and more.