Buyer Legends: The Executive Storyteller’s Guide

Select your perspective:

The person’s purpose.

begin making a pre-mortem list, detailing the most likely things that could derail this customer’s successful journey to your desired destination:

Customer insight comes in two forms: intellectual understanding and empathic feeling.

Outline the story using reverse chronology; start from the end of the story and work backwards. This reverse chronology process will:

Each Buyer Legend is representative of one or more customer segment and narrates a successful experience between your customer and your company.

This is where your customer enters the measurable portion of the journey.

The objective of the interaction. What is she trying to achieve by interacting with your company? What is your conversion goal for this customer at this stage of her buying process?

The anti-goals that will put off a person.