How Vertical Storytelling Helps Translate Empathy into Business Value / Journey Management Playbook / Ep. #08
Okay, we are pretty good storytellers... but are we telling the right story?
As service design professionals, we nail it when it comes to what I call "Horizontal Storytelling".
We can walk anyone through the customer journey, step-by-step, building empathy for the user's pain and frustration over time.
But here is the somewhat inconvenient truth: As you might have experienced, your CEO or CFO often doesn't know what to do with that story. They are looking for something else.
They need "Vertical Storytelling".
They need to know how a specific pain point on the ground connects up to the…
The skinny
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