How to Tell Your Brand Story
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 [...]
How The New TV Spot for Intuit’s TurboTax Hits the Storytelling Nail on the Head
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 [...]
Hey CMO: Your Product Story Sucks! Great Product Marketing Needs a Better Story, II / II
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, [...]
Hey CMO: Your Product Storytelling Sucks! Great Product Marketing Needs a Better Story, I / II
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 [...]
SVPMA: Humanize Your Product From the Inside Out
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 [...]
