Identity

What was the one thing you took away from your last experience? What was so unique and special about that experience that you will remember it? Was there anything memorable to take away? What was the big idea?

Telling a story or making a sale comes down to communicating the big idea. Why do I care about the story? Why must I buy this product? Why now?

If I can’t take away the reason I am looking at an interface, reading the first sentence of a paragraph or the buttons on the remote control, I’m out…and so is the rest of your audience.