Why McGuffin - it’s the undefined quest, that ineffable goal, that je ne sais quoi. You don’t know what it is, or what you want, or where you want to be, and in the end, it might be secondary to your goal. But it starts your journey and the objective drives you, pushes you forward. It motivates you. 

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Why Monsters - a monster is the thing you worry about: it’s losing market share, your audience, it's feeling insignificant, or irrelevant. Or, it's being bored. We're your deus ex machina.