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 f...

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.

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.

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 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.

Whether it's telling inspiring stories to customers or delivering a presentation to executives and the board of directors, being a good storyteller helps us make the leap from Good to Great.

Product managers and designers can benefit tremendously by great storytelling, and so can anyone wh...