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.

Know well in advance what the ending would be like.

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

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.

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: