DEATH OF A CAR SALESMAN, BIRTH OF AN ICE-CREAM ENTREPRENEUR

Instant, strong sense of personality. A character we want to root for (here because of outsider/underdog traits).

make it personal. A small town underdog.

Another specific detail to enrich the story and

In March 2011, a shy, pompadoured 23-year-old named Tyler Malek–lately released from a car salesman’s job for “being too nice”–experienced an epiphany while roasting bone marrow in his kitchen in Snohomish, Washington. Marrow owes its rich, meaty wallop mostly to its fat content; fat is the ultimate flavor delivery vehicle. Ice cream is mostly fat; fats are interchangeable.

Bone marrow ice cream. It was possible.

Not just possible: to Tyler Malek, it was suddenly obvious.

Good trick: using an image as a shortcut. "car salesman” is a dated stereotype of success.

A great memorable detail - repeated - that emphasises Tyler's “maverick” character.