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The Story Strategy Blueprint

The Story Strategy Blueprint

It ensures that the needs and wants of your customer remain front and center as you develop products and services and make plans to bring those ideas to life. 

  • Step 1: Story: Think about who the customer is beyond the basic demographic information. Describe a day in their life.
  • Step 2. Insight: What do they want to do, but can’t? What can you do to help them? 
  • Step 3: Product: What features and benefits will help solve your customers’ problem? How will using your product make the customer feel?
  • Step 4: Experience: What has changed for the customer once they use your product? How do you want the customer to experience your product?


624 reads


The gift of the digital world

The gift of the digital world

Digital is an incredible medium, an enabler of businesses that previously wouldn’t have had a chance of succeeding without a factory and huge investment. But it’s not mastering the medium—understanding how the technology works—that matters; it’s how and why you use it.



714 reads


The best inventions are never finished. Great inventors don’t just stand there, rub their hands together, and say ‘My work is done here’. They keep working furiously to create something even better. It’s part love, part necessity. Because if they don’t reinvent their ideas time and again, som...



1.06K reads

Customers: from passive buyers to co-creators

  • Before self-service shopping, online stores, social networks, and recommendation platforms, the consumer’s role was limited to buying what was on offer. 
  • Today, customers are more than just passive consumers of products and services. They are partners, co-creators, patrons, advocates...


645 reads

Old and new rules of brand awareness

Old rules of brand awareness:

  1. Make something for everyone. 
  2. Tell our story. 
  3. Attract customers. 
  4. Build brand awareness. 

The brands that succeed today have flipped things around. New rules of brand awareness


726 reads

The best way to get attention

 It’s easier than ever to spam whomever you want to reach because most people are just an email address and a click away. If your goal is to get and leverage someone’s attention for a split second, then, of course, you can.

The kind of attention everyone seeks though isn’t this meaningless ...


690 reads

Users want to be undersood

What customers crave, more than the commodity they think they are paying for is to be understood.

What they want more than a reliable ride to their destination, a comfortable bed for the night, or even a book, is to really be seen. What they want more than responsive o...


1.12K reads

How the user wants to experience a product

Sustainable businesses have long been built on understanding the importance of how people decide, as much as on knowing what they buy. And great innovations are born from believing that the way people use a product is just as important as how it works.

It has never been mor...


636 reads

Awareness and attention

Awareness and attention were the holy grails of every marketing strategy, so the way you became successful was to pay for more of both. But there’s a subtle change taking place. 

People are choosing to spend their money with companies that take the time to get to know them ...


877 reads

Disruptive innovations

They don't disrupt industries, but they disrupt people’s lives for the better. Any innovation that is adopted or idea that spreads succeeds because enough people want the change that happens as a result. 

Success doesn’t come from simply making things that work —it is born ...


763 reads


The best — maybe the only? — real, direct measure of “innovation” is change in human behaviour.



1.63K reads

Business challenges

Every business today, no matter its size or legacy, faces four massive challenges.

  • Clutter 
  • Competition 
  • Commoditization 
  • Consumer consciousness.


1.41K reads


No story lives unless someone wants to listen.



2.59K reads

Before-the-product and after-the-product story

Before-the-product and after-the-product story

                    Brands, businesses, movements, products, and services succeed by bringing meaningful change to people. There is a life and a way of being before the product or service existed, and a life and a way of being after it. 

Can you remember life before Goo...


1.42K reads

Disruptive innovations: characteristics

  • They start with a purpose and a small problem, rather than a big idea. 
  • They're based on what people do, not what they say they do. 
  • They leverage data to get closer to users, customers, or fans.
  • They can be more responsive to customers’ behaviors and needs. 
  • ...


617 reads

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Product Discovery

Product Discovery

We typically define product discovery in contrast with product delivery. Product discovery is used to describe the work done to make decisions about what to build, while product delivery is the work done to build, s...

What are features?

What are features?

Features describe what your product/service does and how it’s different from the competition.

If you’re a website designer; the features of your service can include website speed optimization, unique mobile-friendly site designs, etc.

Be generous

Address these two key questions:

  • What do you want to accomplish by delivering your presentation? If you are presenting a product to a customer, do you want to make the sale to meet your quota, or do you believe your product will make their life bette...


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