Will Storr

Well, the apology video I really like is from way back in history. And it's a guy called... It's what? Way back in history. Was that 20 years ago? No, it was 2007. It's very early days of YouTube. And it's Patrick Doyle who took over Domino's. And Patrick Doyle is an amazing CEO. He really turned Domino's around. He turned it from being, you know, from down there to up there.

Well, the apology video I really like is from way back in history. And it's a guy called... It's what? Way back in history. Was that 20 years ago? No, it was 2007. It's very early days of YouTube. And it's Patrick Doyle who took over Domino's. And Patrick Doyle is an amazing CEO. He really turned Domino's around. He turned it from being, you know, from down there to up there.

Well, the apology video I really like is from way back in history. And it's a guy called... It's what? Way back in history. Was that 20 years ago? No, it was 2007. It's very early days of YouTube. And it's Patrick Doyle who took over Domino's. And Patrick Doyle is an amazing CEO. He really turned Domino's around. He turned it from being, you know, from down there to up there.

He was a kind of revolutionary guy. But he just begun... Domino's. And it was the early days of YouTube. And these two idiots in a local Domino's decided to make a video of themselves picking their noses and rubbing on a pizza and farting on a pizza and setting the pizza out. And they put the video on YouTube and nobody really knew what YouTube was at the time.

He was a kind of revolutionary guy. But he just begun... Domino's. And it was the early days of YouTube. And these two idiots in a local Domino's decided to make a video of themselves picking their noses and rubbing on a pizza and farting on a pizza and setting the pizza out. And they put the video on YouTube and nobody really knew what YouTube was at the time.

He was a kind of revolutionary guy. But he just begun... Domino's. And it was the early days of YouTube. And these two idiots in a local Domino's decided to make a video of themselves picking their noses and rubbing on a pizza and farting on a pizza and setting the pizza out. And they put the video on YouTube and nobody really knew what YouTube was at the time.

And so this thing went on YouTube on the Monday and Domino's was like, oh, nobody's going to see this. Then the next day, hundreds of thousands of people see it. And then by the Wednesday, when you typed in Domino's into Google, it was the top thing on Google. So Domino's actually opened their first Twitter account in order to put this video on there.

And so this thing went on YouTube on the Monday and Domino's was like, oh, nobody's going to see this. Then the next day, hundreds of thousands of people see it. And then by the Wednesday, when you typed in Domino's into Google, it was the top thing on Google. So Domino's actually opened their first Twitter account in order to put this video on there.

And so this thing went on YouTube on the Monday and Domino's was like, oh, nobody's going to see this. Then the next day, hundreds of thousands of people see it. And then by the Wednesday, when you typed in Domino's into Google, it was the top thing on Google. So Domino's actually opened their first Twitter account in order to put this video on there.

And Patrick Doyle did this seemingly pretty off-the-cuff apology video. You can still find it on YouTube. And he really embodies all of those. I mean, broadly speaking, it's the kind of masculine and the feminine. You've got strength and order first. Feeling and, sorry, strength, order, feeling and understanding, not feeling and agency. Strength, order, feeling and understanding.

And Patrick Doyle did this seemingly pretty off-the-cuff apology video. You can still find it on YouTube. And he really embodies all of those. I mean, broadly speaking, it's the kind of masculine and the feminine. You've got strength and order first. Feeling and, sorry, strength, order, feeling and understanding, not feeling and agency. Strength, order, feeling and understanding.

And Patrick Doyle did this seemingly pretty off-the-cuff apology video. You can still find it on YouTube. And he really embodies all of those. I mean, broadly speaking, it's the kind of masculine and the feminine. You've got strength and order first. Feeling and, sorry, strength, order, feeling and understanding, not feeling and agency. Strength, order, feeling and understanding.

And he does all, he hits all of those kind of four buttons in the apology video. You can tell he's furious. You know, he's angry. We've called the police. They've been arrested. We've shut down the branch of Domino's. We've completely, you know, he tells you all the things they've done, which is, you know, the tough guy stuff. But then he adds in, look, we're a franchise business.

And he does all, he hits all of those kind of four buttons in the apology video. You can tell he's furious. You know, he's angry. We've called the police. They've been arrested. We've shut down the branch of Domino's. We've completely, you know, he tells you all the things they've done, which is, you know, the tough guy stuff. But then he adds in, look, we're a franchise business.

And he does all, he hits all of those kind of four buttons in the apology video. You can tell he's furious. You know, he's angry. We've called the police. They've been arrested. We've shut down the branch of Domino's. We've completely, you know, he tells you all the things they've done, which is, you know, the tough guy stuff. But then he adds in, look, we're a franchise business.

All these dominoes around the country, they're owned by moms and dads. And they're all suffering. And the people who own this dominoes franchise are suffering too. And we feel really bad for them. So you've got that feeling and understanding stuff in there too. And it worked. I mean, so when you talk about this whole dominoes scandal with the snot and the farts, no one's ever heard of it.

All these dominoes around the country, they're owned by moms and dads. And they're all suffering. And the people who own this dominoes franchise are suffering too. And we feel really bad for them. So you've got that feeling and understanding stuff in there too. And it worked. I mean, so when you talk about this whole dominoes scandal with the snot and the farts, no one's ever heard of it.

All these dominoes around the country, they're owned by moms and dads. And they're all suffering. And the people who own this dominoes franchise are suffering too. And we feel really bad for them. So you've got that feeling and understanding stuff in there too. And it worked. I mean, so when you talk about this whole dominoes scandal with the snot and the farts, no one's ever heard of it.

It went away. you know it went away so it was a really successful apology video and i think it's because it you know he does come across as this you know he's a he's a lumpy ceo he doesn't look particularly heroic but he but he's embodying all the causes of the classic narrative hero in that video have you seen any bad ones do any uh scientific science of storytelling uh suboptimal Oh, yeah.

It went away. you know it went away so it was a really successful apology video and i think it's because it you know he does come across as this you know he's a he's a lumpy ceo he doesn't look particularly heroic but he but he's embodying all the causes of the classic narrative hero in that video have you seen any bad ones do any uh scientific science of storytelling uh suboptimal Oh, yeah.