UIE Article: Building Products with Story

Jared Spool

September 14th, 2016

This week, we present an excerpt from Donna Lichaw’s book, The User’s Journey, published by Rosenfeld Media on using story as a framework to create heroes for your product.

Here’s an taste of what we serve up this week:

Story is not only a tool your brain uses to understand what you see, it’s a tool your brain uses to understand what you experience. In other words, the same brain function that you use to understand what you see in a photograph is the same brain function you would use if you were one of those grandparents using FaceTime. Life is a story. And in that story, you are the hero.

What’s great about story and its underlying structure is that it provides you with a framework—a formula, if you will—for turning your customers into heroes. Plot points, high points, and all. Story is one of the oldest and most powerful tools you have to create heroes. And as I’ve seen and will show you in this book, what works for books and movies will work for your customers, too.

Read the article: Building Products with Story

How do you use storytelling as a tool? Tell us about it below.

One Response to “UIE Article: Building Products with Story”

  1. Margaret Says:

    Hi Jared-
    Just wanted to say thanks first of all for sharing Donna’s book–I’m definitely adding it to my library on storytelling! I really agree with you on this: “Story is one of the oldest and most powerful tools you have to create heroes.” The key here is that we want the hero to succeed–but we have to have ‘real’ heroes with real challenges or it does seem too formulaic. Story is also the great equalizer—it allows us to enter our own and others humanity through narrative, our emotional language of universal communications.

Add a Comment