Simple Story Tip #6: Use One Example To Explain Abstractions

Are people struggling to understand how your company solves major problems?

Don’t use data and graphs and quotes.

Use a story. (At least at first).

Show us the problem in action.

Tell us a real story of someone facing the problem you solve.

You can use a real customer story. Or create an avatar story where you describe an invented version of the kind of person your company can help.

Show us that person desperately trying to do something and failing.

Show the pain, frustration, anger at their inability to solve this problem.

Make it rich and specific.

Once we feel that tension and frustration, you can tell us that there are hundreds or thousands or millions of other people feeling that same pain.

You can then get into the data and it will resonate.

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