Clara, before and after

You know Clara Voss from the earlier parts. Here is how she used to describe her customer and her product. This is a feature pitch, the kind almost every company leads with.

Every feature. No person in it anywhere. Nobody hearing that recognises themselves. Now the Customer Story, written from inside one landowner’s world.

Notice that the story ends there. At the longing. I did not mention the platform. And if you are anything like Henrik, you are leaning in, because you recognise that field. Now, and only now, the Product Story, which begins at the exact moment his longing meets an answer.

Same company as the feature pitch. But now you have been inside a customer’s world, felt the longing, and watched the moment it turned. That is what you are going to build. Section Two: the Customer Story.