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November 5, 2020 22 min

Mark Haas talks about story structure and how to ‘flip the script’ – focus on the customer’s problem, not the product, not your company. The pattern in storytelling is (2:42): “hero goes on a journey, looking for a treasure…a dragon is in the way… along comes a mentor, helps to put a sword in your hand to defeat the dragon and helps you get the treasure.” – and (7:20): “you’d call them buyer personas we call them hero personas.” 

 

After walking us thru business examples where companies use the hero’s journey, Mark shares insights how flipping the script has helped him as a designer (13:00): “early on I figured out if I design for them (customer)…if I think thru them and their eyes… I’m 90% of the way there”…and shaped him as a leader (14:26): “your embrace of storytelling and making someone else the hero…formed you as a leader as well.”

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