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Index
Title Page
Copyright Page
How to Use This Book
Frequently Asked Questions
Foreword
Introduction
Chapter 1: Mapping the Story
Making Things Go BOOM!
Why Story?
Chapter 2: How Story Works
Story Has a Structure
Building Products with Story
Chapter 3: Concept Stories
What Is a Concept Story?
How Concept Stories Work
Avoiding the Anticlimactic
Supporting the Story
Mapping a Concept Story
Finding the Concept Story at FitCounter
Chapter 4: Origin Stories
What Is an Origin Story?
How Origin Stories Work
Mapping an Origin Story
Case Study: Slack
Case Study: FitCounter’s Origin Story
Chapter 5: Usage Stories
What Is a Usage Story?
How Usage Stories Work
Case Study: Twitter
Mapping the Usage Story
How Big Should Your Story Be?
Case Study: FitCounter
Chapter 6: Finding and Mapping Your Story
Listen
Use the Smile Test
Measure
Case Study: SmallLoans—a Cliffhanger
Innovate: What If?
Borrow: Stories as Proofs of Concept
Chapter 7: Using Your Story
Illustrate Your Story with Strategic Tools
Write Your Story
Act It Out
Elevator Pitch
Putting It All Together
Chapter 8: Rules of Thumb
Stories Are Character-Driven
Characters Are Goal-Driven
Goals Can Change
Goals Are Measurable
Conflict Is Key
Math Is Fun
Choose Your Own Adventure
Make Things Go Boom!
Index
Acknowledgments
About the Author
Footnotes
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