Why We Need Storytellers at the Heart of Product Development
Sarah Doody on product development and storytelling:
A product is more than an idea, it’s more than a website, and it’s more than a transaction or list of functionalities. A product should provide an experience or service that adds value to someone’s life through fulfilling a need or satisfying a desire. The ultimate question then becomes: who identifies that value? After the executive or stakeholder identifies the initial idea, who in the organization ensures that the product and experience deliver value to the user? Maybe it isn’t the product manager, marketer, technologist, or designer; perhaps what we need is a new role: the product storyteller.
Story is the context for which we view the world, a framework through which we shape our experiences. A good story connects us to each other and a product with a story will feels more compelling.
Crafting stories is not about assembling facts. Instead, according to [Daniel] Pink, people who understand story have “the ability to place these facts in context and to deliver them with emotional impact.” The impact to story in business is that, “like design, it is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace.”.
Story is less about the how and and more about the why.
Notes
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