…peech, telling the story of a product capability is more impactful with a Tell-Show-Tell structure: First you Tell them what’s about to unfold, tell them you understand your user and what the user needs and wants to get done. Then you Show them how it happens. And finally to wrap up, you Tell them why they should care. What’s at stake if the job doesn’t get done.
We lose our audiences when our stories lack credibility — what the user’s objective is, what’s at stake, and how they can overcome obstacles. Instead of getting engineers to build out the acceptance criteria laid out for them, get them to root for the hero instead.
…hy and admiration are born from the drama of seeing someone struggle in the face of difficult odds. Without sharing the drama the main character (our end users) is facing, the audience (engineers) don’t empathize with them enough to go the extra mile and solve their problem. Emma reminds us of how much we love a good underdog story: