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PersonaDevelopment&StorytellingforBusinessGrowth
Erin Liman | Innovation is Social | erin@innovationissocial.com | @liman
source: wegotthiscovered.com
2
Leadership is the art of inspiring
others to make a story come true 

via @araskin
business

strategy
tech
organizational

transformation
experience

design
Business Growth Designer

Strategic Storyteller
The Language We Use Shapes the Way We Think
source: IMDB.com
5
[played short video on linguistics]
Why is language important?
 YouDon’tAlwaysGetWhatYouWant
pains>requirements “holey”solutions nosatisfaction
2008
image; MultiCultClassics
 JILLBOLTETAYLOR:“MYSTROKEOFINSIGHT”
Numberskills
Math/Scienceskills
Writtenlanguage
Spokenlanguage
Objectivity
Analytical
LogicReasoning
Intuition
Imagination
Creativity
Emotion
Synthesizing
Subjectivity
Music/Art
	
  DifferentHemispheres,DifferentWaysofProcessingInformation
a-ha:storyisthe
vehiclethatbrings
pains,motivationsand
solutionstolife
marketing
story
customer pain story
product
story>
>
>
	
  WhatIfweUseAndPreservetheCustomer’sLanguage?
 storiesguideproductdevelopment
• Storiesprovideavisceralunderstandingofthe
customerproblem
• Theyguidemicro-decisionsforuxanddev
• Theyclarifyroadmapprioritizationdecisions
storiesaresticky
compellingstories
areaboutchange
Figureout
thecurrentstory
tella
newstory
Figureout
thecurrentstory
tella
newstory
so,howdowe
createthenewstory?
3STEPS

TOCREATINGTHENEWSTORY
COLLECT“AS-IS”STORIES

IDENTIFYPATTERNS&FLOWS
RE-FRAME,TELLANEWSTORY

1
2
3
COLLECT“AS-IS”STORIES
1
immerse
yourself by
walking in
someone
else’s
shoes,
and
learning
their
language
José Avillez (Chef)
Portuguese Men in
High Heels for
Women Rights
to discover someone’s explicit
and implicit needs 

so you can test your
understanding of these needs
with your prototypes
(interventions)
WhyGainEmpathy?
capturestories.
howdowegainempathy?
basicstoryspinetension
time
once upon

a time…
and every day
until one day
and because of that
and because of that
until finally
and ever since 

that day
exercise:sentenceatatimestory
1 onceuponatime…
2 andeveryday…
3 untiloneday…
4 andbecauseofthat…
5 andbecauseofthat…
6 untilfinally…
7 andeversincethatday…
howtowediscover
what’smeaningfulto
thepeoplewe’re

solvingfor?
WISH
WANT
NEED
PAIN
FEAR
CONSCIOUSUNCONSCIOUS
depth = meaning
©	
  2016	
  Innova-on	
  is	
  Social,	
  LLC
tension
time
introduction, 

frame
build rapport
“sunny day”
“rainy day”
resolution
reflection
wrap-up and 

thank
collectstoriesusingthestoryspine
Challenges
Motivation &/or
Rewards
End-to-end
“service” especially
the last mile
“Magic wand”
IdentifyKeyThemestoFocusResearch
Getting help
What’s happening
when things just
“flow?”
If/when they need
to collaborate
WhattoCaptureWhileInterviewing/Observing
CAPTURE:
– JOBTO BE DONE
– PROCESS
– EMOTIONS
– ENVIRONMENT
– PARTICIPANTS
BE SURETO GETQUOTES!
COLLECTSTORIES

IDENTIFYPATTERNS&FLOWS
1
2
COLLECTSTORIES
1
2
pains,insights,motivations,workarounds
IDENTIFYPATTERNS&FLOWS
35
personaexamples
36
lifelesspersona
37
Source: Kate Rutter, Strategic Sketcher at Intelleto
actionablepersona
38
presentresearch,audible+visualpersonasformeta-synthesis
synthesizinginsights
LOOK FOR PATTERNS:
– JOBTO BE DONE
– PROCESS
– EMOTIONS
– ENVIRONMENT
– PARTICIPANTS
CLUSTER QUOTES
credit: Village9991
persona=compositeportraitofauserorstakeholder
41
synthesis:

Identify patterns in
fears, pains and
workarounds.

Create rough
personas.
analogous research

Brainstorm: who else
faces similar challenges?
How do they approach it?

Use these insights to
inspire your “to be” story.
trendsobservations
stakeholderstories
quantitative data
analogous situations
42
analogus

inspiration
COLLECTSTORIES

IDENTIFYPATTERNS&FLOWS
RE-FRAME,TELLANEWSTORY

1
2
3
collaborativestorytelling/bodystorming:“AS-IS”&“TOBE”
45
identifykeystory“beats”
experimentwiththeorderofploteventstoseewhathasthemostimpact
46
ThenAddColor(backstory,descriptions,etc.)
wikipedia //hdfreefoto
47
storyboardpanelexample
Wow!Thiscouldbea
hugedeal.I’mgoing
toneedhelptogo
afterthisone.
48
embedstakeholderlanguage
sostoryaffectsemotions
andresonateswithdifferent
audiences?
PackageyourstoryforVirality
adoptaprototypingmindset
Prototype the problem(s) / “as-is”
Validate the problem is worth solving
Prototype the new story / “to be”
Validate the value proposition & story
Prototype how the value will be delivered
1. Step into the perspective of the key persona (hero).
2. Walk through the storyline, one step at a time, from trigger to
resolution.
3. Brainstorm ways to get your hero into trouble. Show how the
hero overcomes the challenge(s), and what happens as a result.
4. Add context (backstory, environment, etc.) to evoke empathy.
Include details to help the listener visualize what they hear. Make
the story sticky by helping listeners relate it to their own
experience.
5. Step back and simplify. Then, simplify even more.
6. Tell the story. Revise. Repeat.
director’stips
re-incorporatestakeholderlanguage
removemarketing-speakandcorporatejargon
52
Thank you!
Erin Liman
Business Growth Designer
Innovation is Social, LLC

twitter: @liman
linkedin.com/erinliman
innovationissocial.com

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Persona Development and Storytelling for Business Growth