What CPG Marketers Can Learn From Hollywood: Understanding The Beats of Storytelling
    For TV and movie screenwriters, the "beat" is a basic storytelling unit in which one significant thing happens. Some screenwriters will "beat-out" their story in advance, creating a moment-by-moment outline of how the plot will progress. Other writers may write early script drafts without an outline and then analyze the beats of the story as a means for editing and revision.
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