The User's Journey. Donna Lichaw

3.1):

      • Exposition: The current state of things

      • Inciting Incident/Problem: The problem your product will solve

      • Rising Action: The product name and a brief description or market category

      • Crisis: The competition

FIGURE 3.1 How a concept story is structured and operates—this is how people think about and see value in your product.

      • Climax/Resolution: The solution and value proposition or competitive advantage

      • Falling Action: The takeaway

      • End: The goal met

       Exposition

      Exposition reflects the current state of things for your user who personifies your target audience (see Figure 3.2). Who is that user? What does he want? What does she need to do?

      In the case of the first iPhone, the story exposition began with a character who loved her iPod and her mobile phone, but wanted a device that would let her listen to music and make phone calls on the go. If you asked why she wanted those things, you’d see that both of these things fall under the umbrella of communication: a basic necessity. Your character doesn’t want a two-in-one device, per se, but just needs to communicate with the world.

       FIGURE 3.2 Identify your main character or user.

NOTE WHAT’S IN A NAME?

       While writing this book, I struggled with what to call the main character. This “person” can go by many names: person (obviously), character, hero, user, customer, target audience, persona, etc. In the end, I settled for using the words character or user, as those two names seemed most apropos. A character is typically characterized in a story, and a user typically represents the business customer. If I used other words occasionally, they are intended to mean the same thing.

       Inciting Incident/Problem

      The inciting incident is the problem or need that your users have. They have a big goal, but…wait…there’s a problem. Why can’t they meet their goal?

      If there isn’t a problem, then there is no solution…and without either, there is no story. The problem doesn’t have to be very serious or a matter of life and death. It can be as simple as boredom. This problem might be one the users know they have or one that you need to show them they have. Both are valid. Additionally, this is a problem that they can likely solve through other means. Rarely will you be inventing a product that is exploring completely uncharted territory. Even the iPhone was solving a problem that other competitors were trying to figure out: it’s difficult to communicate while on the go.

      In the case of the iPhone, the problem that the user knew she had was that it sucked to carry two devices. The problem that the iPhone ultimately solved, however, was more broadly focused on improving mobile communication. In this case, Apple solved a problem that people didn’t know they had. As such, the 2007 keynote, as well as the device itself, not only had to tell the world what their problem was, but also show what the problem was and highlight how the solution could look and function.

       Rising Action

      The rising action occurs when your product, service, or feature comes to the rescue. The product should have a name, a brief description, or a market category (see Figure 3.3). For example, the iPhone is a smartphone, specifically, and a mobile communication device, more broadly. Because concept stories are short and conceptual in nature, the rising action shouldn’t be too complicated or wordy.

       FIGURE 3.3 Give your product an identity as well.

      NOTE CONCEPT STORY: A VISUAL ELEVATOR PITCH

       Think of a concept story as a way to visualize and bolster a short, impactful, bulletproof elevator pitch. Both concept stories and pitches describe your product, brand, or business, as well as purpose, market, value propositions, competition and competitive advantage (more on elevator pitches in Chapter 7, “Using Your Story”).

       Crisis

      Think of the crisis as the competition. This competition can be another product, service, or feature. It can be abstract, as in an alternative way that people currently solve their problems or meet their needs. Or it can also be something emotional, such as resistance to change or people not wanting to adopt something new.