But what is a story if you start with the finale? All great literature follows an arc. There's tension and resolution. Character development. Perhaps a little jeopardy. Subplots that weave in and out until the threads converge. So if you reveal the plot twist on page one, what's the incentive to keep reading? Yet many brand events do exactly this – leading with the punchline, launching with the climax, instead of letting audiences follow the threads and discover it themselves