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Pixar’s Rules of Storytelling Applied to Product Managers & UX Designers
“The most powerful person in the world is the story teller. The storyteller sets the vision, values and agenda of an entire generation that is to come.”
Steve Jobs
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Key Ideas
Steve Jobs
“The most powerful person in the world is the story teller. The storyteller sets the vision, values and agenda of an entire generation that is to come.”
Storytelling Is Everything
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 who is working with product design.
Purpose
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.
Care
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.
Rooting For Success
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.
Credibility
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.
Tell-Show-Tell
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.
The End
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.
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“What you’re trying to do, when you tell a story, is to write about an event in your life that made you feel some ..."
Pete Docter
Pixar’s Plotting Techniques For Structure And Purpose
The Story Spine structure: Once upon a time there was [blank]. Every day, [blank]. One day [blank]. Because of that, [blank]. Until finally [bank].
A story’s purpose: find why you want to tell this story, what belief of yours fueled that story, what does it teach and its purpose. Stories with a purpose that you are passionate about have a bigger impact.
Jon Westenberg
“Storytelling is the greatest technology that humans have ever created.”
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Three-Act storytelling structure
One of the oldest and most straightforward storytelling formulas:
- Setup: Set the scene and introduce the character(s)
- Confrontation or “Rising action” : Present a p...
Five-Act storytelling structure
Also known as Freytag’s Pyramid:
- Exposition: Introduce important background information
- Rising action: Tell a series of events to build up to the climax
- Climax: Turn the story around (usually the most exciting part of the story)
- Falling action: Continue the action from the climax
- Dénouement: Ending the story with a resolution.
Before – After – Bridge storytelling formula
- Before: Describe the world with Problem A.
- After: Imagine what it’d be like having Problem A solved.
- Bridge: Here’s how to get there.
Set the stage of a problem that your target audience is likely to experience ( a problem that your company solves). Describe a world where that problem didn’t exist. Explain how to get there or present the solution (i.e. your product or service).
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Storytelling is...
Why we tell stories
- Stories solidify abstract concepts and simplify complex messages;
- Stories bring people together: stories connect us through the way we feel and respond to them;
- Stories inspire and motivate, by tapping into people’s emotions and baring both the good and bad.
Good stories are …
- Entertaining. Good stories keep the reader engaged and interested in what’s coming next.
- Educational. Good stories spark curiosity and add to the reader’s knowledge bank.
- Universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.
- Organized. Good stories follow a succinct organization that helps convey the core message and helps readers absorb it.
- Memorable. Whether through inspiration, scandal, or humor, good stories stick in the reader’s mind.
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