Crafting Product Stories That Engage
Your product must communicate its unique value to stand out in a competitive marketplace. Stories shape the way customers interact with products, and provide purpose and meaning to their experience. When customers respond well to product stories, they attribute value and desirability to the product and brand.
Begin by asking yourself what the story of your product is.
- Who is the hero?
- What is the hero’s goal?
- What is getting in the way of that goal?
- How will your product meet the hero’s goal? What is its value?
- How will you get your hero to use the product?
- How will you sustain interest in the product?
Our goal, says Donna Lichaw, is to create the best product stories that we can for customers. Successful product stories shape the way customers interact with the product. We create a world in which customers can see how our products enrich their lives.