Your Product Story Matters Product Stories matter. Most of the time they stink. They stink because companies are focused on features and benefits. And it's not about that. In this video I discuss what matters and why when it comes to creating a kick-ass product story. Product Storytelling [...]
Product Story: Beyond Product Content - My Chat with Robert Rose Not too long ago, I had the great and fun fortune of being able to chat with my friend and colleague, Robert Rose, of the Content Marketing Institute. It's time to go beyond the product story and [...]
In late September, Burson-Marsteller released its perception study findings on what people think of corporations. The following Slideshare infographic, for example, shows that 40% of US Millennials believe that US corporations are a source of fear, not hope. The American public overall is split on this issue. This [...]
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. [...]
My Feature, "Once Upon a Time," was published online and in print by Pragmatic Marketing Magazine. Read Once Upon a Time...
Stop Messaging and Start Storytelling! Kathy will be giving a workshop on humanizing your products with stories on May 18th at Techmart in Santa Clara for the Silicon Valley Product Management Association.
Think Un-Product I was waiting to see the movie, “Lincoln,” last weekend when the this “trailer” played in the theater. “Oh no,” I thought, another cliché movie about finding love and missed connections, literally and metaphorically – as love between two bloggers blossoms as a result of a [...]
Great marketing IS storytelling, and it is the essence of connecting with your audience. So why aren’t there more storytellers in product – especially in high-tech? Many companies gather customer requirements, build in a few of the most important needs, create a prototype, and collect beta-test feedback. [...]
