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Stories - an experience for your audience -
- Everyone - every company, organization has a story. Tell it, we all can learn and benefit from your story but be authentic, real
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Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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Personas vs. Customer Stories In Website Development

Personas vs. Customer Stories In Website Development | Stories - an experience for your audience - | Scoop.it

Stories vs. Personas

Sarah Doodley (@sarahdoody.) explores the difference between user stories and personas. She correctly identifies the problem with personas is they can be poorly crafted and so become caricatures of themselves.

Atlanticbt.com where I am the Marketing Director uses Agile project development. Agile always starts with customer stories. Those stories provide the functional needs we program to in a series of "sprints". Sprints are usually one week long and represent a desire to get something in the customer's hands as quickly as possible.

 
Sarah's piece is an excellent summary of the importance of user stories, how to accurately collect and use them.


Via Gregg Morris, Martin (Marty) Smith, Karen Dietz
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Karen Dietz's curator insight, April 4, 2013 11:36 AM

I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business -- if done right. Now that's the trick.


Let's take a page from the world of writing: no well developed characters, no story. "What," you say???!!


Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.


For example -- Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.


Unfortunately today, most of the biz story articles focus on structure. It's rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.


The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually -- they are important. 


Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.


Make sure you read the article so you'll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.


Crafting personas and developing characters requires excellent listening skills -- not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the 'listening' tag in the filters tab above to get solid articles on how to do this.


Thanks for finding and sharing this Marty and Gregg!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

malek's curator insight, April 4, 2013 7:16 PM

so true"t's rare to come upon an article focusing on character development"

Karen Dietz's comment, April 21, 2013 1:46 PM
So true Malek and Marty. Thanks for rescooping :)
Rescooped by Hans Heesterbeek from Storytelling Genius
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The Power of Customer Stories & Testimonials to Engage Employees

The Power of Customer Stories & Testimonials to Engage Employees | Stories - an experience for your audience - | Scoop.it
Elaine Baker looks straight into the video camera and tells her story. Elaine is the owner of Paper Potpourri in Haverhill, Massachusetts. Her stationery boutique specializes in invitations …

Via Karen Dietz, Margaret Doyle
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Casey Strachan's curator insight, February 10, 2013 4:33 PM

Tested and true for building engagement, enhancing customer service, and building both brand and corporate culture.

Casey Strachan's curator insight, February 10, 2013 4:33 PM

Tested and true for building engagement, enhancing customer service, and building both brand and corporate culture.

Karen Dietz's comment, February 14, 2013 9:25 PM
Thanks for your insights Margaret and Casey!
Rescooped by Hans Heesterbeek from Storytelling Genius
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Storytelling: Why Stories Attract More Customers

Storytelling: Why Stories Attract More Customers | Stories - an experience for your audience - | Scoop.it
What's the story of your business? Are you wondering how storytelling can help your marketing and sales? To learn about the power of storytelling, I inter

Via Karen Dietz, Margaret Doyle
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Jeff Domansky's curator insight, December 30, 2012 3:44 PM

Thoughtful interview on storytelling...

Alessio Manca's comment, December 31, 2012 3:42 AM
Glad You Liked the Suggestion Karen :) To me... Storytelling it's You!
Karen Dietz's comment, December 31, 2012 5:59 PM
With great people like you looking out for wonderful things to share, truly I am blessed, as are my readers!
Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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Stories & Ideas for Designers & Art Directors + Entrepreneurs

VIDEO IN ENGLISH

 

Vimeo's Karoline K. explains how stories are integral to understanding your customers so you can design effective solutions (products/services) for them. This is a great video!

 

Rule #1 in business: people are searching for solutions and it is your job to find out what they are searching for and fill that need. NOT decide what they need and try to convince them to buy it. Well, OK -- you could do it that way but it's a struggle.

 

Surveys and focus groups will only get you so far. Interviewing your customers/prospects and evoking stories from them will gain you rich rich material that will guide your product development/service delivery. You will gain not only material about how to design your product, but how to connect with your prospects in marketing and advertising efforts.

 

Stop using focus groups -- create story gathering sessions with your prospects.  Don't ask for descriptions, information, or opinions. Ask them to tell you about a time when...in order to evoke an authentic story.  You will be amazed at the results.

 

Now go enjoy watching this video! 


Via Karen Dietz
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Karen Dietz's comment, April 24, 2012 10:19 AM
Thanks Richard! Enjoy the day :)
Rescooped by Hans Heesterbeek from Content Marketing & Break
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7 great reasons to embed a storytelling culture in your business | MojoLife

7 great reasons to embed a storytelling culture in your business | MojoLife | Stories - an experience for your audience - | Scoop.it

Via Karen Dietz, Laureano López Pizarro
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Karen Dietz's curator insight, February 15, 2013 6:38 AM

This is a quick article giving sound reasoning for why organizations need to create a storied culture.


If you are a business leader, here is your beginning roadmap for working with stories in your organization.


If you are an entrepreneur growing a business, here is your beginning roadmap for building a storied culture with employees and vendors. 


And if you are a consultant, here's a list of reasons 'why' a storied culture is important that you can use in presentations and workshops with clients.


What else would you add to this list?


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider

The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider | Stories - an experience for your audience - | Scoop.it
Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful...

Via Karen Dietz
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Karen Dietz's curator insight, January 10, 2013 2:28 PM

What a great article that goes a long way in de-mystefying brand storytelling!


I particularly like the emphasis on brand storytelling creating deep affinity if done right, that chemistry is part of the equation, and that it is a strategic imperative, not a promotional tactic. 


With these attitudes in mind, this brings brand storytelling out of the realm of mere transaction into an ongoing relationship between company and customer.


The authors Derrick Daye and Brad VanAuken then go on to talk about the drivers of brand storytelling: purpose, method, and opportunity.


I wish they had included company examples -- good, bad, or indifferent -- to illustrate their points. Nevertheless, their article does help us all know the steps we need to take to either create or further enhance our brand storytelling.


This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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How to Help Your Customers Help You by Sharing Their Stories

How to Help Your Customers Help You by Sharing Their Stories | Stories - an experience for your audience - | Scoop.it
In this example, a single customer interview netted more than 38 pieces of content. And here are the essentials on how to get your customers to help you.

 

Love this very clear how-to article for gathering customer stories. The author provides very clear steps on how to get this done. Yeah!

 

Her best piece of advice is to not do the interviews yourself -- find someone else who is a good listener, maybe even someone outside your company. Excellent tip. Asking customers for their stories is sometimes hard to do. Maybe the story the business wants to hear is not the story your customer wants to tell -- and I don't mean that customers want to complain. I just mean that businesses need to be open to all kinds of stories a customer may want to share. Sometimes it is a lot easier for a neutral party to gather these stories for you.

 

My only other comment is that the author focuses on case studies. But case studies are not the only kind of customer narrative to write. Case studies are not the only effective kind of customer story to share. Better to just collect the stories and then determine what form to use.

 

It is fabulous that the author shares how a single story can parley into 38 pieces of content. That is a content creator's dream come true! 

 

Read the article for the author's process, great tips, and a free downloadable book. 

 

Thanks Giuseppe Mauriello @pinomauriello for suggesting this article to me!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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Victoria Morgia Jamolod-Umbo's comment, September 28, 2012 6:59 AM
A very inspiring story. Hopefully, this will serve as an educational inspiration to many people....
Karen Dietz's comment, September 28, 2012 9:56 AM
I hope so too Victoria. So glad you liked the article. Have a happy day!