Apr 4, 2013

Characters, Customer Stories, & Your Biz Success
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http://uxmag.com/articles/a-matter-of-character-knowing-your-users-and-their-stories

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.

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Karen Dietz

For over a decade I've been a thought leader working in the field of business storytelling. I train leaders to become compelling and influential storytellers and I work with companies/nonprofit clients to use storytelling in all major business functions. I am also the top curator in the field of business storytelling. In addition, I am a fiber artist. And I have a ton of fun doing it all!
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  • Hi Karen,
    Fantastic piece. I really enjoy your curation. I actually have written a few screenplays and I can tell you the process is amazing. Storytelling though can be a little different as you know depending on what medium you use. Because movies are so visual, I found the process of writing one easy for me because I could see it in my mind and put it on paper, the character development happened as the plot unfolded.


Content Curator

Karen Dietz

For over a decade I've been a thought leader working in the field of business storytelling. I train leaders to become compelling and influential storytellers and I work with companies/nonprofit clients to use storytelling in all major business functions. I am also the top curator in the field of business storytelling. In addition, I am a fiber artist. And I have a ton of fun doing it all!

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