Why do products need stories?
If a FitBit is never worn; if Alexa is ignored; if Google wasn’t searched – would they really exist?
A product is a dead thing. It is inanimate. A product only comes to life when it is the subject of a human experience.
Humans bring products to life. The way we do it is with stories. So you need to craft a story for your product that captures its place in the human world – and you’d better do this before someone else does, because the story of your product will shape how people feel about it.
A product only comes to life when it is the subject of a human experience
A story contains the value, the intention, the differentiation, the qualities and the benefits of your product.
It identifies the conflict that the product addresses and the tools with which it does so. It outlines the transformation that the product delivers.
If the story is really good, it also captures the origin and ambition of your product, as well as the beliefs that allow it achieve that ambition.
The story resonates with each stakeholder in the product’s world and shows its value to every one of them.
A compass is just a compass until you have lost your way.
A compass is just a compass until you have lost your way. A MoleKule is just an air-purifier, until your kid has asthma… or it’s an investment opportunity… or it’s the science behind clean air. It just depends on which story you tell.
The challenge is to create stories that give life to objects, that humainse products so we don’t just recognise them; we understand them, we relate to them and – ultimately – we buy them.
To find out how we can help you discover, develop and deliver the story of your product, here.