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Let’s assume you’re having a smash hit product

Let’s assume that your communication works. You’ve made us see the brilliance of your product. People are buying from you, maybe in large numbers.

How does life look like for us? What’s different? Can you make me see that future? Can you make me see myself in that future?

Painting that picture might just be the story that you need to tell to actually convince us.

Surprisingly often, this story gets bypassed.

Surprisingly often, communicators stop at telling us about the the problems of the present. They offer us a solution and leave it to us to figure out how the solution works out for us: Here’s a problem … here’s a solution … now, please buy from us!

But what will I get? Will it be worth it? How will life look like with your solution? I might not be willing to figure it out myself if it’s too vague.

The desire for a better future is what creates the tension that’s required for action. The more tangible, the more tension.

Yet, make sure that it’s a true story. False stories destroy trust. True stories create it.

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