It is a tool utilizing narrative stories and archetypes for describing relationships between the customer and a marketing strategy or user scenario.
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Storytelling has become a crucial tool in organizational success. Having a real-life and tellable customer story enables seeing how he/she finds your product and how they may need it.
Regardless whether your goal is a new product, service or unforgettable user experience, this model is the first step in putting yourself in your customer’s shoes and understanding their perspective.
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