Absolutely essential for any product is its story; the tale that can compel people to buy it.
“The art of narration and dramatic presentation, together with a keen sense of the oral epic style, became a characteristic quality of the Russian people.” —Vladimir Propp, Morphology of the Folktale
At the end of a week filled with product launches and press conferences, it’s hard not to compare those marketing events. Without even talking about the products, some were much more compelling than others. And it all comes down to the story that you tell, as a company. Failing at that task will greatly endanger your product.
Over the past few days, I had the chance to watch and write about iPad mini‘s keynote, attend Samsung’s Galaxy Note II launch event in New York, and go to Microsoft’s Windows 8 conference (and its secret Surface conference).
It’s no mistake that all of those things are happening at the same time. Even though Google had to reschedule
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