11/26/2023 0 Comments Andy raskin medium![]() When tasked with a mission to save the princess, Luke drags his feet. Raskin uses Luke Skywalker as an example of the call to action. But why is now the time to take action? There’s too much to get done right now. You’ve established the villain of your user’s story, one that has possibly been plaguing them for some time. As for bringing Alderaan back, that one’s going to be a toughie. For your potential users, show the frustrations and pains that they have to endure before you present your product as the solution. At that point we get it–this thing has to be stopped. We don’t really feel the emotional impact of the Death Star until it has obliterated her home planet. Whatever your prospect’s personal dark side might be, you should focus, according to Raskin, on how it makes them feel.īetter if you can show how the customer is experiencing the problem, if you can show that struggle in emotional terms.īack to Princess Leia and her story. Master these and your pitch will be easier than bullseyeing womp rats back on Tatooine. Raskin locks in (or maybe lets the Force guide him) to five elements that are more likely to reach and resonate with a target audience. So suit up your team whether they are a squadron of rebel fighters scrambling for a Death Star attack, or a seed-stage company building a value proposition for your early users or investors. In his Heavybit Speaker Series presentation “ Building a Better Core Pitch” Raskin lays out the key components of a strategic story that every member of the team can rally around. Knowing how stories work - be they Star Wars or Cinderella - can help connect potential customers to your product, making them the hero of their own epic journey. The elements that made them classics (well, the early ones) have also kept us connected to the struggle of central characters like Luke and Leia. Love or hate them, you probably know the plot behind the Star Wars movies. “If you get the elements of the story right and you order them correctly,” he says, “then it’s not just the CEO who’s going to be a great storyteller and telling the right story.” The elements are all around us we just need to focus their power. A not so long time ago on a stage at the Heavybit Clubhouse, strategic messaging and positioning expert Andy Raskin showed us that anyone can tell a compelling story to pitch their products or services.
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