The fear of fun - Giorgia Molinari

BRANDING CRIME #22

The fear of fun

“Professional doesn’t have to mean dull… …but here we are.”

How it kills

Starts with the product message instead of an actual story—losing people before they even care.
Copies what’s already working instead of pushing new ideas, ensuring the content blends into the noise.
Avoids theatrical elements, as if drama and intrigue are banned from B2B marketing.
Fears being too entertaining—because heaven forbid people *enjoy* the content.

What Works

Design the concept first—start with entertainment value, then weave the message into it.
Think in stories, not slideshows: create narrative arcs, plot twists, and cinematic moments.
Make content people want to watch, not just tolerate.
If your content could be mistaken for an automated webinar transcript, start over. Because B2B doesn’t have to be boring.

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