The crafting of a clarity story is best done with the buyer. Start in column 3 by making clear the decision that has to be made. Then, in column 2, list the things that have happened in the recent past, the key turning points, that best explain the decision. In column 1, jot down the major events that put the decision into context – the backstory. You now have the first three parts of the clarity story.
To finish the story, find existing examples of what you are aiming for, real life illustrations of your goal. This helps people to see what the future will be like when the change is successful.
By conducting this activity with your customer you are ensuring that there is emotional connection to the future growth prospects.
Making Your Stories Even Better