From Feature to Story: Building Compelling Narratives
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I presented this at #wintercamp this year - for companies looking to tell a more compelling story around their products. Main topics include developing and understanding the target customer, creating a bigger story around product features, leveraging the right PR strategy and building a narrative.
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From Feature to Story: Building Compelling Narratives
- 1. From Feature to Story I’d like you to meet my friend “WHY” Wednesday, June 12, 13
- 2. A few assumptions before we get started • Small Budget • Great Product • Early Market Fit • Focus on Acceleration vs Brand Wednesday, June 12, 13
- 3. Reason #1 - Explaining what you do becomes a lot easier with a story Wednesday, June 12, 13
- 4. Reason #2: Customers rarely buy products based on a feature comparison Wednesday, June 12, 13
- 5. “[Martin Luther King Jr.] made the ‘I have a DREAM’ speech, not the ‘I have a plan’ speech.” — @simonsinek Reason #3: Having purpose for what you do makes it easier to inspire others Wednesday, June 12, 13
- 6. Reason #4:Validation Matters LOGO SLAP Wednesday, June 12, 13
- 7. “My wife thinks you should...” --or why you need to write it down Reason #5: A well thought out position helps you avoid mentor whiplash Wednesday, June 12, 13
- 8. Developing the Narrative Wednesday, June 12, 13
- 9. Most people when asked about their product start by describing the features. Wednesday, June 12, 13
- 10. ... but if I don’t know why I should care about it, why would I want to hear about the features. Wednesday, June 12, 13
- 11. WHY? Wednesday, June 12, 13
- 12. Think about who your customer is... tell the story that matters to them Mom? Bartender? The CTO? King Maker? Wednesday, June 12, 13
- 13. Get focused on the right customer - you can’t serve them all in the beginning • What do they want? • Why do they need your product? • What do they care about? • How do they make decisions? • Where can they be found? Wednesday, June 12, 13
- 14. Competitive Landscape is not just about features Wednesday, June 12, 13
- 15. FindYOUR White Space Unique Thing We Do Other Unique Thing We Do Our Company Our Competitive Set Wednesday, June 12, 13
- 16. Example: BarNotes Social Curation of the Best Cocktails Expert Created Craft Cocktails Cocktail Directories Database of Recipes Spirit Brand Site Epicurious Liquor.com Mixologist Bloggers Wednesday, June 12, 13
- 17. ElevatingYour Story Wednesday, June 12, 13
- 18. Make new features or product launches matter We’re Launching the Appearance Panel!!! vs Introducing the Ning Design Studio • Design Community • Advanced CSS • Respected Partners • Theme Contest • Creative Services Wednesday, June 12, 13
- 19. You need to own who the target and what story you want July 2012 Wednesday, June 12, 13
- 20. Building a more compelling storyline makes it easier to sell it July 2012 November 2012 Wednesday, June 12, 13
- 21. ... and pays dividends in the long run Wednesday, June 12, 13
- 22. Building out the story makes it harder to get caught in the ego trap Funding Recruiting BusinessValidation Customer Acquisition VC’s Industry VC’s Industry Potential Customers Customer Segment Industry Street Cred at CapdeVille We’ve made it as a real business Our target customer is excited about us Wednesday, June 12, 13
- 23. Learning to Tell the Story Make a Grid Ask Customers Pitch Recruit Seek Mockery Wednesday, June 12, 13