Instead of selling products, we need to focus on their purpose and what good it does for the end-user. Focus on the need of the customer and design the product around it.

We empathize and admire the underdog, someone who struggles while facing difficult circumstances.

When we care for the end-user, getting to know their struggle, we can go the extra mile to help them.

If customer success is our end goal, we need to focus on how this is achieved, even with tough likelihoods. 

You need to root for the 'hero' to succeed, developing a connection and cheering along.

We lose our audience when our stories lack credibility and believability, as we lose touch with the end-users objective and their journey. Keeping things believable and honest makes people care.

The Tell-Show-Tell Structure:

• Tell the audience what's about to unfold, and what the user needs.
• Show them how it happens.
• Tell them why they need to care and what's at stake.

The story also needs to be innovative and fresh, though it may revolve around the tried and tested hero's journey narrative.

Know well in advance what the ending would be like.

The purpose and key result should be the final outcome. Make sure your focus does not deviate from the main objectives.