INTRODUCTION

“How do you build your storyline? By using 3 × 5 cards.”

—Syd Field,
Screenplay

In his classic tome on screenwriting, Syd Field claimed that he could not teach aspiring filmmakers how to write a screenplay. “This is not a ‘how-to’ book,” he explained. “People teach themselves the craft of screenwriting. All I can do is show them what they have to do to write a successful screenplay. So, I call this a what-to book...”

What Would MacGyver Do?

MacGyver, the eponymous star of the 1980s television show of the same name, could solve any problem or get out of any situation with a needle, some thread, and bubble gum.

Storymapping is much the same. If MacGyver built products, he would map stories. Storymapping can help you solve any engagement-related problem with your product or even create a successful product by mapping the story before you design or build anything.

How do you map a story for your product? All you need are some Post-it notes or note cards, a marker or pen, a whiteboard or wall, data or an imagination, and an understanding of how story works. Then you map your story. Plot point by plot point. There is some trial-and-error involved at first, but once you build your story muscle, you’ll be storymapping like a champ.

I wish it were more complicated, but it really is that simple. And fast. You can do it alone, but I recommend doing it with a team for maximum efficiency and buy-in. While I can’t tell you much more in the how department, I can show you what it takes to build a successful story that works—for you, your customers, your product, and your business. I can also show you how to apply stories once you’ve created them and give you some rules of thumb to set you on the right path.

Let’s say that you want to build a new product, but aren’t sure if it’s a good idea? That’s a story. You want to help people find your product?

Also a story. You want to get people to try your product out? Yup, story. You want to figure out how your product should work? Story. People try your product, but don’t return to use it again? That’s a story, too. A cliffhanger of a story and one that you can easily fix with some props and ingenuity. Just like MacGyver.

You’ll learn how to ask three simple questions before you start any new project:

• What’s the story?

• Who is the hero?

• What is the hero’s goal?

After a while, you won’t just be asking what the story is, but whether it’s a good story. Because a good story isn’t just a random series of events—that’s a flow chart or a terrible student film. A good story makes things go boom! For your customers. And for your business.

Because Structure Is Key

The book is split into three parts. In the first part (Chapters 1–2), you’ll learn why story matters for things that aren’t just entertainment, fiction, or movies, as well as how story functions in products and services. In the second part (Chapters 3–5), you’ll learn about different types of stories and how those frameworks flow through successful products. Finally, in Chapters 6–8, you’ll see how to apply stories to your own work, in different contexts, so that you can build successful products that resonate with your target audience. By the end of this book, you’ll think like a storyteller and work like a storymaker.