What we need is a new role: the product storyteller.Who are the product storytellers? Part matchmaker, marketer, technologist, and artist, the product storytellers ask questions, find answers, and figure out how to distill a vision or idea into a product story. They develop a plot, identify the people, and shape the product around the specific values it should offer consumers. Product storytellers think about the whole, and they see the big picture. But they also can go deep because they understand that the product's true value lies in the details of its interactions and every touchpoint that a consumer has with it.
We've progressed from a society of farmers to a society of factory workers to a society of knowledge workers. And now we're progressing yet again—to a society of creators and empathizers, of pattern recognizers and meaning makers. We've moved from an economy built on people's backs to an economy built on people's left-brains to what is emerging today: an economy and society built more and more on people's right-brains.