Research isn’t enough. You can observe your customer all day. You can run dozens of focus groups. You can conduct countless surveys. But does having all of that information at your disposal really help you create a product that will make your customers instantly fall in love with it?
Not if the product doesn’t help them tell “their story.”
Storytelling is fundamental to human existence. Before we could write, we told stories (both as individuals and as cultures). In fact, much of our tradition and known history was handed down from generation to generation through storytelling.
An engaging story has the power to transfix us, to move us, to allow us to see things from an entirely new point of view.
Stories also enable us to find common ground with people that are different from us. Continue reading