If you are starting from scratch with a new to market product, what storylines are you looking for and how do you bring them to life?

The short answer is: talk with customers. The storylines come from them. When you’re starting from scratch with a new product, I like to focus on finding at least three key use cases. These use cases show real problems the product solves, and you can use them in docs, content, demos, and conversations.

To bring those stories to life, I gather insights from beta customers to make sure those use cases are real and relevant. Their stories add credibility. From there, we’ll then create short, point-and-click demos or 60-second videos showing how the product addresses a specific problem and delivers a solution. Ideally, these examples come directly from customer experiences, but internal dogfooding videos/written content works well too.

By sticking to real customer problems and solutions, your story feels natural and connects with your audience from the start.