Welcome, and what you will build

Welcome to Part 3 of The Story System. So far the system has been inward-facing. Your Origin, your Purpose, your Vision: who you are, why you fight, where you are going. This part turns outward. These are the two stories your customers meet, and they do a different job from everything before them. Trust in you is the ground. These two build on it: recognition, the feeling in a customer that you understand their world, and then the promise of what changes because you exist.

The two stories are the Customer Story and the Product Story, and they are taught together because they are joined end to end. One ends exactly where the other begins. You will see that seam, and learn to honour it, because it is the most important rule in this course.

Section One: the marketing pair. Why these two stories are different from the inward-facing four, and the one rule that makes them work. Then Section Two builds the Customer Story, and Section Three builds the Product Story.

Before I show you what you will build, do one thing for me first. It only works right now, while you are still cold, before you have any of the tools, so do not skip it. First, the recording.