If an organization exists — it communicates. Every company uses messaging and positioning. Whether or not it’s effective is another question. But all organizations communicate their vision and product value in one way or another.
Here’s a common scenario: Your team just spent a crazy week pulling together a prototype for upcoming user research. Schedules are tight, pressures are high. Despite all the effort, it turns out the prototype isn’t really what you needed to have an awesome conversation with a customer. But at this point, only small tweaks to the prototype are feasible — because who has time for more? And frankly, you would feel like a real jerk if you were to ask for more. The team just sunk in a massive amount of time and effort.
Create fluidity and notable instances that get your users addicted to the feelings you are augmenting. Not all interactions need to be “moments,” establish solid usability that flows with your users’ stories and add in token moments at specific times that matter to make an impact.