The Power of Storytelling in Communicating Product Value: Lessons from Lime’s Christmas Party
The Christmas Party at Lime is a BIG thing. We gather all employees (potentially 400 people) from all our offices, eat “julbord” and celebrate another fantastic year. This is also the time and place when the product team have the opportunity to talk about the “year in product” to the entire company live and sneak-peak on the things to come. Last Christmas was not an exception, but this time, we wanted to do something different. Instead of presenting features using dozens of slides, we demonstrated how our products helped Santa Claus at Northpole Inc. to manage wish lists, plan gift routes, ticket management for broken toys as well as measure the joy (Net Promoter Score) that Santa spreads.
Everyone in the product team did their part of the presentation as various personas from Northpole Inc. — from Customer Service Elf to Santa himself. By using a story about Northpole Inc., we were able to put the focus on the value of the product could bring, rather than talking about the specifics of each individual feature.
Later that evening, many colleagues approached the product team, praising us for the presentation we did and highlighting how powerful the format was in understanding and remembering the product’s value. And (and this is an important thing!), they thought it was fun!
After this session, we have used this format multiple times when showcasing product news. Every time, the response has been the same — it makes the product value stick!
So, why is storytelling a successful format for communicating product value?
Simplifies complex messages
Storytelling has the magical ability to take complex, difficult to understand ideas and transform them into easily digestible, relatable narratives. This is especially important in industries where products or services are complex and can be challenging to explain. By using storytelling to communicate product value, the audience grasp the value of the offering in a way that is both simple and compelling.
One company that has mastered this technique is Fingerprint Cards, the world’s leading biometrics company. Rather than starting with a dry explanation of their product, they instead focus on the personal stories of their users and how their lives are improved through the use of the product. In this way, they can effectively communicate the value of their offering in a way that resonates with their audience on an emotional level.
Speaks to our emotions and make us act
Emotions, not analytics, make us act. This gives storytelling a competitive advantage. A company may genuinely have a better product or service than a competitor, but if you do not get your message through — what good does it do? Hans Rosling said that his first 18 minutes of TED talk had a far greater impact than all his, to that date, published science reports combined. Actually, decision-making is often driven more by emotions than by logic, a fact that became obvious in the research presented by neurologist Antonio Damasio in his book Descartes Error. By creating a unique, compelling story about the product, you can set yourself apart from others in the market and make the product stand out. This can be particularly effective in industries where there are many similar products available, and where it can be difficult for customers to distinguish one from another. The ability to tell a good story is essential in this context.
They are engaging
One of the key benefits of using storytelling to address product value is that it helps to engage the audience and make the message more relatable. Rather than simply listing the features and benefits of a product, storytelling allows companies to create a narrative that connects with the audience on an emotional level. This can help to create a stronger connection with the customer and make them more likely to be interested in the product.
Easier to remember
Storytelling has the unique ability to create lasting memories. Have you ever noticed how you can still recall the stories told to you by your grandparents from your childhood? This is because stories are more memorable than plain facts. They have the power to stay with us for a lifetime, embedding themselves in our memories and shaping the way we see the world.
Communicate your values and beliefs
Storytelling connects us. It helps us make sense of the world by communicating values and beliefs. By listening to another person’s story, you let yourself become a part of their world and their beliefs. It allows you to see the world from their eyes, walk in their shoes and thus empathize with them. This makes it possible to connect beyond rational and even on an emotional level. And this is important because, as you know, people don’t buy what you do, they buy WHY you do it.
At Lime, storytelling is now a backbone in how we communicate product value, and the format has (successfully) been embraced by the sales teams in customer demos.
And today we are still reminded occasionally about the Northpole Inc. story — real life proof that storytelling sticks with the audience!
