Hooks
5 min
The three-second rule, and when to break it
Why the first frame matters more than the first line, and three openings that keep working.
Most people decide in the first three seconds. That's why we treat the first frame like a magazine cover: one subject, one idea, no logo.
The opening that works best for us is a result shown before the process. The finished latte, the clean chain, the sold-out shelf. People stay to see how you got there.
Break the rule when the story is slow by nature. A pour, a stitch, a repair. Then the hook is the calm itself, and the sound does the work.