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Customer Stories Power Your Products—and Your Marketing

By |2017-02-21T18:34:01+00:00February 2, 2014|

While some companies are rewriting the playbook on product and service design, too often storytelling begins after the product is finished. Some of the most important storytelling, however, happens before and while the product is being built. The savviest designers know that telling the story of your customer and their human challenges first is necessary to design a product that fits into an existing human narrative to make it better. [...]

How The New TV Spot for Intuit’s TurboTax Hits the Storytelling Nail on the Head

By |2017-02-21T19:18:04+00:00January 6, 2014|

That's right. Intuit's latest ad for TurboTax - that unsexy, boring accounting software - broke the mold. Finally. It's a great piece of storytelling. Here's why. It's never about your products and services. It's always about people and what your products and services allow people to do better. Here, TurboTax celebrates the year of you. It's all about YOU - what you did this year. As the spot says, 'You [...]

Naked Storytelling for Entrepreneurs – Vulnerability Strengthens Purpose and Differentiation

By |2017-02-21T19:29:16+00:00October 18, 2013|

As a storyteller and marketer, I’m constantly talking about the power of sharing your story. I meet lots of entrepreneurs who are changing the world with their vision – sometimes in a disruptive way with technology, and sometimes in more subtle ways with a human touch. As with any company regardless of size, your purpose story is an important part of your differentiation in the world. It is important to [...]

SNCR Webinar: How Storytelling Improves the Customer Experience

By |2017-02-21T19:31:44+00:00October 12, 2013|

On September 30th, I had the pleasure of talking to one of fellow SNCR Fellows, John Cass, about storytelling and the customer experience. How Storytelling Improves the Customer Experience from Society for New Communications Research (SNCR) Here are some of the takeaways: 1. Content strategy can't exist on its own - it needs a story strategy. 2. Every company must be a storytelling company - I've written about this many [...]

Marketing Storytelling: Six Big Lessons From Improvisation to Improve Your Results

By |2017-02-21T19:58:38+00:00June 21, 2013|

I am a marketer and improviser and that makes me a storyteller. And “digital storytelling” is critical today. Few things stretch your comfort zone (read: scare the pants off you!) like improvisation (Think: Whose Line is it Anyway?). Improvisation is a storyteller’s weight training. There is no safety net or edit button – you are creating scenes in real-time on stage based on audience suggestions. It can be downright uncomfortable, [...]

Nest Labs: Great Products Still Need Great Marketing Stories

By |2018-01-06T02:56:01+00:00May 24, 2013|

I gave a workshop recently about humanizing products and marketing, and we talked about why narrative and great stories matter during design and in our customer communications. Stories of empathy and customer needs inform the design process, and, when we know what challenge we’re addressing with our products, we then know how to tell the story of overcoming that issue when it comes to marketing communications. Even great products need [...]

Hey Marketers! Every Company Must Be a Storytelling Company

By |2018-01-06T02:47:36+00:00February 8, 2013|

I wrote and posted this article well over one year ago. I find that it has become even more important! In fact, I just had this same conversation three times this week! As a result, I am re-posting with a few minor tweaks. You can read the original post here. The focus when I wrote this was weighted towards video. Use any channel today - it doesn't matter. Twitter, Pinterest, [...]

Human-Centered Design: Where are the Product Storytellers Today?

By |2018-01-06T02:31:40+00:00September 16, 2012|

Great marketing IS storytelling, and it is the essence of connecting with your audience. So why aren’t there more storytellers in product – especially in high-tech?   Many companies gather customer requirements, build in a few of the most important needs, create a prototype, and collect beta-test feedback. Then, after fixing a few things, marketing creates “messages” to promote the product to customers. Far too often, storytelling begins after the [...]

Got Digital Marketing Muscle? Shore Up Your Business Video Storytelling with Ten Practices

By |2018-01-06T02:16:02+00:00June 21, 2012|

Over the past few years, in addition to doing a lot of storytelling for video, I’ve had the privilege of interviewing digital marketers from Cisco, Ford, IBM, Goodwill Industries International and NetApp among other companies that are innovating successfully with video. While, of course, there is no home-run “formula” (except for cute kids and keyboard-playing cats!), there are ten practices successful companies use that can improve your video storytelling outcomes. [...]