Top Highlights

• A concept story is the conceptual story model of your product: it illustrates the big picture overview of what a product is. At the highest level, it also outlines how your customers think about that product. It is the foundational story and structure that you will use to identify and communicate your core concept and value proposition both interna...
• Concept stories operate like this (see Figure 3.1): • Exposition: The current state of things • Inciting Incident/Problem: The problem your product will solve • Rising Action: The product name and a brief description or market category • Crisis: The competition
• FIGURE 3.1 How a concept story is structured and operates—this is how people think about and see value in your product.
• Climax/Resolution: The solution and value proposition or competitive advantage • Falling Action: The takeaway • End: The goal met
• In order to map out your concept story, you must answer these questions by plotting them onto your narrative arc. • Exposition: The current state of things: • Who is your target customer? • What’s good in her world as it relates to your product or service? • What is her big goal as it relates to your product or service? • Inciting Incident/Problem:...