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It’s Not Your Story

by Hank Barnes  |  April 25, 2017  |  1 Comment

After my flurry of posts on the Gartner Tech Growth and Innovation Conference last week, I’ll keep this one short.

When trying to create the story of your product or service (or the dreaded “value proposition”), there is one thing to remember.


It is not your story.   

The best stories are not about you.

It IS your customer’s story.

Make them the hero of your story.  Start with their situation, not your product.  Describe the challenge they are facing–or the opportunity they are striving to capture.   Then talk about how the solve the problem with your product or service as their trusty sidekick or the tool or magic that helps them achieve great results.

Give it a try and see the impact it will have.

(Side note: there are times when stories need to be about you.   The best is the story of why you, or your product, exist.   But the format is the same…You saw a situation in the market.  You created a way to solve it.  To make all your customers heroes.)

Category: go-to-market  

Tags: messaging  storytelling  value-proposition  

Hank Barnes
VP Distinguished Analyst
4+ years at Gartner
29 years IT Industry

Hank Barnes provides research and advisory services on go-to-market strategies for technology providers. He focuses on issues related to positioning, storytelling, the technology customer life cycle, and customer experience. Read Full Bio

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