Buyer Legends: The Executive Storyteller’s Guide

Buyer Legends, a process that promised to bridge the gap between brand story and execution/messaging.

Buyer Legends is a simple scenario narrative process that helps identify the gap between brand story and buyer experience.

The reasonable alternatives available to the person.

For a brand story to work, it has to be told by all employees and customers, both to themselves and each other.

Bezos has tossed aside PowerPoint use in staff meetings and instead requires his senior execs to write 4-to-6-page narrative memos. Each memo must clearly state the challenge and objective, outline the possible solutions, and differentiate the proposed solution from what has already been attempted.

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

Next, consider the buying style of your customer.

One of the testimonials tells of a customer’s struggle with deployment and how the customer support team worked closely with his staff to fix the problems. Vince is wise enough to know these types of deployments always have problems, and because the testimonials don’t seem to cherry-pick perfect customer experiences, his confidence that this compan

For every wrong turn, missed opportunity, or bump that could derail the customer’s successful journey, take time to imagine how that process would most likely play out.