Your Product Story Matters Product Stories matter. Most of the time they stink. They stink because companies are focused on features and benefits. And it's not about that. In this video I discuss what matters [...]
Product Story: Beyond Product Content - My Chat with Robert Rose Not too long ago, I had the great and fun fortune of being able to chat with my friend and colleague, Robert Rose, of [...]
In late September, Burson-Marsteller released its perception study findings on what people think of corporations. The following Slideshare infographic, for example, shows that 40% of US Millennials believe that US corporations are a source of [...]
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 [...]
My Feature, "Once Upon a Time," was published online and in print by Pragmatic Marketing Magazine. Read Once Upon a Time...
Stop Messaging and Start Storytelling! Kathy will be giving a workshop on humanizing your products with stories on May 18th at Techmart in Santa Clara for the Silicon Valley Product Management Association.
Think Un-Product I was waiting to see the movie, “Lincoln,” last weekend when the this “trailer” played in the theater. “Oh no,” I thought, another cliché movie about finding love and missed connections, literally and [...]
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 [...]
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Start Playing! There are so many Creativity Lessons from Jim Henson. He was a genius: innovative, playful, whimsical, funny, driven. I [...]
Adaptability Mindset is a growth mindset. Sure, risk-taking can be scary. It doesn't have to be. And we need risk-taking for [...]