Every company is trying to tell a better story today about its business. Why? Because storytelling is the best differentiation any of us has! And that story has to include the stories our customers and communities tell; actually, those are the most important stories in any storytelling strategy. [...]
That's right. Intuit's latest ad for TurboTax - that unsexy, boring accounting software - broke the mold. Finally. It's a great piece of storytelling. Here's why. It's never about your products and services. It's always about people and what your products and services allow people to do better. [...]
This is part II/II. Read Part I here. Show How Customers’ Situations “Change” Users don’t buy ‘value propositions’; they buy something bigger that helps them in their lives. The most important part of a story, therefore, is showing how the hero/protagonist of the story changes. What can your [...]
Product Storytelling Matters Humans are wired for stories; we’re storytelling animals. Yet, we’re living in an era of ‘Big Data’ information overload. There is too much data chasing too little mindshare these days. That’s because data itself doesn’t create what people want most: meaning. The resurgence in storytelling, [...]
On Saturday, May 18, I gave a workshop to the SVPMA - the Silicon Valley Product Management Association - on how to use customers' human needs to design better products and craft marketing stories. That's how you humanize and align product with marketing! Stories don't just happen after [...]
