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Humanizing your products isn’t simply a matter of “messaging.” While important, messaging that focuses on technical features and benefits isn’t enough. Product managers and marketers need to create stories of how their products fit into their customers’ lives. Stories influence product development and marketing – before and after the product is designed. Stories create empathy for customers during the design process. And, without compelling stories that speak to customers’ real human challenges, products won’t sell after they are created. This presentation (from the May 18th workshop given to the Silicon Valley Product Management Association) covers how to: • Develop stories of customers and their human needs • Use stories (not use-case scenarios or features) to shape product design • Create compelling stories for marketing that cut through the noise Want more info? Visit http://www.keepingithuman.com and follow Kathy Klotz-Guest on Twitter: @kathyklotzguest About Kathy Kathy Klotz-Guest is founder of San Jose-based marketing strategy and communications firm, Keeping it Human. With a deep background in product strategy and marketing communications, Kathy helps companies design better products and boldly tell compelling, human stories (marketing communications) to the world. She is passionate about helping companies communicate in human-speak, a language that customers trust. She loves shaking up the status quo and is on a mission to wipe out jargon-monoxide poisoning! Kathy is a Founding Fellow and current board member for the Society for New Communications Research. She has Masters degrees from Stanford University and UC Berkeley, and is a regular improvisational performer. Her favorite audience is still her 4-yr-old.
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K a t h y K l o t z - G u e s t
@ k a t h y k l o t z g u e s t
k a t h y @ k e e p i n g i t h u m a n . c o m
w w w . k e e p i n g i t h u m a n . c o m
1 All rights reserved 2013. Klotz-Guest
Making Products and Marketing More
Humanize Products From the Inside Out
Silicon Valley Product Management Association
Workshop May 18, 2013
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About Kathy Klotz-Guest Storyteller and Marketer
Values play, simplicity, and human-speak in business
20 years high-tech marketing / communications strategy and comedy
Founding Sr. Fellow, new media think tank (sncr.org)
MA Stanford University, MBA UC Berkeley
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Psst…I’m the one
On the right;-)
Welcome!
Stories during design and after product
creation should be consistent
(align product and marketing)
Features and
Use-case Scenarios
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All Great Products…
Have a solid ‘Why’ and great stories
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Without a Great Why…
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Human-Focus of ‘Why’
• Solve a challenge
• Create new opportunity
• Make life better
Serve a human need that is *not* about buying your stuff!
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Always a Human Need
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People don’t need
technology. They have
needs for belonging,
community, connection,
safety, security, control.
Human Focus Starts with Empathy
(both b2b and b2c – same process)
• What is the impact of my product on customer?
• How does it fit into customers’ lives?
• What’s their ‘story?’ (hopes, needs, etc)
Remember: technology changes, humans don’t!
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Exercise (pairs)
Interview partner about their last trip-booking
experience. What worked / what didn’t? Why?
Part 2: Dig Deeper! Get to emotions, motivations
If you think you hit on something – go deeper.
Things you found interesting – ask about those.
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Exercise (Pairs) 8 Min.
• What were the big a-has that would affect design?
• What is the human need of your customer?
• Use these to write a problem statement (short and specific)
• Come up with 5 ways to meet user’s needs (not features)
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Marketing with Stories
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Stories in the design
process help align the
story marketing tells
Stories Cut Through Clutter
Every 2 days, we create as much information as
existed from all of human history up to 2003
– Eric Schmidt, former CEO, Google
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Stories Scale
Stories are remembered up to 22X more
than facts alone. - Stanford University GSB
Human are storytelling animals
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Buyer’s Journey Has Changed
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Buyers are 67% to 90% through their journey by the time they contact
the vendor - Forrester, Oct 2012
Last Mile
Advocacy
Or not
Advocates and
detractors tell their
own stories…
Image Source: ChristineCrandell.com
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Stories, Not “Messaging!’ image source: VW.com
The Key to a Great Story…
Change!
– How are customers better off because of the product?
– Facts are content; story is needed emotional context
– Paint a vision of what could be
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Storytelling Model (b2b and b2c)
• Once upon a time, <name: ex, customer Bob - hero/protagonist> was…..
• And every day, Bob did ‘X’…<or didn’t do X because he didn’t have your
product – this is the conflict or problem the customer faces>
• Until one day, Bob discovered <your product / service is solution /climax>
• And because of this, Bob can <can be a fact – resolution/benefit X>…
• And because of this, Bob received <can be fact – resolution/benefit Y>…
• And ever since that day, Bob uses <your product / service> because it
allows him (big human need/change: freedom, access, more time, saved
money leads to internal enhanced reputation, control, security, etc.)
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Guest
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The Model…A Starting Point
Every story (b2b and b2c) needs
– Character, conflict, climax, resolution, and change
– Your language: ‘Once upon a time’ is merely a framing device
moving through ‘what happens next?’ towards resolution
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Conclusion
• Develop a story of customer before design
– Empathy and story drive design
• Aligns product and marketing
– You know marketing ‘story of change’ you need to tell
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Humanize!
Thank You for
‘Keeping it Human’
with me!
Sign up for my newsletter at
www.keepingithuman.com
@kathyklotzguest
Marketer to the “Human” Kind
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