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It shows the story of Kendrick not fearing God and not believing that he is not cursed as God's "chosen people". However, as the album continues, it shows Kendrick starting to fear God and shows wickedness and weakness throughout the album. Now the album has 2 stories, if you was to play the album in the reverse order, you will get the story of Kendrick diving into gang life and gun crime.
You can see this on the DAMN. vinyl cover, showing Kendrick's weakness side, and on the back of the vinyl, the wickedness of Kendrick.
On the collectors edition of DAMN. you can see the order of the album in its both sides
It tells you 2 different stories and the album is Kendrick's BEST album to date.