Why do it? People don’t buy products. They buy better versions of themselves.* They buy the New Happily Ever After that business storytelling provides. Because of your product or service, they believe today is better than yesterday and tomorrow will be better than today.
Exercise those end user muscles! To begin with the end user, let’s apply the Once Upon A Time story structure Pixar uses. Once Upon a Time (current state), And Every Day (recurring problem), Until One Day (your solution), Because of that (pay off #1), Because of that (pay off #2), Until Finally (better state/resolution).
You’re on your way to creating the New Happily Ever After for your end user!