1 Day
·Cohort-based Course
Stories activate change. Unlock your inner anthropologist with this framework for witnessing, documenting, and amplifying what matters most.
1 Day
·Cohort-based Course
Stories activate change. Unlock your inner anthropologist with this framework for witnessing, documenting, and amplifying what matters most.
Previously at AWS
Course overview
If you've ever wanted:
...to persuade your company, investors, and stakeholders by giving them a bird's-eye view into what your customers experience
...to go beyond fielding customer complaints and requests to actually witness them use your product or service, like a social scientist
...to braid a handful of customer insights into a single, powerful narrative
The Science: Building a Framework for Customer & Market Insights
It’s hard to know how to place insights we get from our customers: praise from the ones who love us, negative feedback from the ones who are frustrated. How do we act on them without knowing whether they represent the full needs of our market?
By boiling down the technical tools of social science to a simple, three-step approach, we can make feedback work for us. Beyond pull quotes form customer conversations, we’ll build a framework for aligning our teams around clear signals.
The Storytelling: Hearing Narratives, Tracking Them, and Telling the Story of Your Product or Service
Now that we’re bringing together our customer/market insights, we use a simple journey map to synthesize a crystal clear customer story, and tell it to our orgs, stakeholder, and market. This is what customer-centricity is all about.
I'll teach you how to take the guesswork out of business decisions with a deliverable everyone can understand, because it’s based on the oldest scientific method known to human kind - storytelling.
Quick tips, frameworks, worksheets
With the tools from this Master Class, you'll be able to ask the right questions to:
* deep dive on any story you hear,
*tell an end-to-end story that rocks the audience, and
*know how innovations on your product t or service will affect users, customers, and the market
01
You are a business leader who needs to translate a constellation of feedback, anecdotes, and insights into a clear, powerful narrative.
02
You are a product innovator (PM, design, sales, solutions, etc.) who wants to rally stakeholders around what your customers are telling you.
03
You shape messaging, marketing, and/or education for your org and need to distill your strategy down to what matters most: human experience.
Get to the heart of your customer's biggest battle - and how you can fix it
Identify the main battle, job, or conflict and what it feels like for your customers to experience it...in real life
I show you how to translate your value proposition to a key point in the the end-to-end journey your customers take to satisfy a need or solve a problem
Map your storytelling framework
Craft a timeline that brings what really matters to light
Identify your customer's core dilemma - the heart of the action - and learn how to map the steps leading up to the event and its aftermath.
Witness your customers's experience through directed storytelling
Placing cusotmer insights - from anecdotes to analytics - in your framework
Turn snapshots of customer experience - from frustrated emails to smiling faces - into key segments of your story using the framework you’ve synthesized.
Up your storytelling skills
Now *you* are the storyteller
Braid multiple stories together in a clear narrative that cuts through ambiguity. A quick guide to telling a great story anywhere, anytime is included. Motivate your teams & market. This is the fun part!
Interactive live sessions
Lifetime access to course materials
In-depth lessons
Direct access to instructor
Projects to apply learnings
Guided feedback & reflection
Private community of peers
Course certificate upon completion
Maven Satisfaction Guarantee
This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.
The Science & Storytelling of Knowing Your Customer for PMs
Week 1
Mar 27
Modules
Astou Willis
John Linton
Ali Maaxa, Ph.D is a media anthropologist who has traveled the world to understand how humans make and use technologies since 2005. See her work at MaaxaLabs
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3-hour session with minimal prep
February 28th, 2024
3 hours: 10 am PST/1 pm EST
Introduction: What do the social sciences bring to industry?
Identifying the key conflict for your market or customers
Placing that conflict along a journey map
Bring a constellation of customer knowledge together to fill out your journey map
Bringing it back home: your story
Science & Storytelling Course E-Book
Grab your copy of our course guide! Learn the process & art of collecting & telling customer stories.
Get your free e-book
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
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