In this chapter, the authors examine the first of three steps on a martyr’s path from obscurity to fame: What makes martyrdom a riveting story for individuals who witness it or learn about it? Using the case of 2014 Ukraine’s Heaven’s Hundred, the authors apply psychological research to understand the sources of martyr stories’ appeal. Perceptually, martyrs simplify the world, leaving fewer choices, giving us clarity. Cognitively, martyrdom stories bring satisfaction akin to solving a puzzle. Emotionally, engaging in martyr stories leads to feeling pride and elevation. This and the following two chapters highlight martyrdom’s ability to divide an audience into supporters and opponents, leading to conflict––and sometimes violence––between the two groups.