The four parts, and the one rule

Section Two. We build your Customer Story, their world from inside.

The Customer Story has four parts, and one rule that matters more than all of them.

The one rule, absolute

And here is the rule, and it is absolute. The Customer Story ends at the longing. Not at the solution, not at the product, not at the moment they discover your company. This is the hardest part of the whole course to honour, because every instinct you have, the moment you describe a customer’s pain, is to move straight to how you fix it. Resist it completely. The moment you introduce the solution, the story stops being about them and becomes about you, and the customer who was just starting to feel understood starts feeling sold to instead. Customer Story, then Product Story. Never simultaneously. Never reversed. The empathy precedes the pitch. Always.

A quick word if you sell more than one thing. You do not write a Customer Story per product. You write one per change a customer is living. Five products that all serve the same change, the feeling of becoming a sharper version of themselves, share one Customer Story. But two products serving different changes, going faster on a run versus commanding a room, are two Customer Stories, even if they are both clothing. The trigger for a new story is a new change, not a new product.