Every product has a story. A compelling story will engage your audience, and create an emotional connection with what you are selling. Great stories are really about great ideas and emotions. Apple doesn't sell phones; it sells innovative thinking and superb design. Nike commercials don't sell shoes; they sell movement in a sedentary world. Redbull doesn't sell a drink; it sells pushing human beings to their full potential. When you are constructing your story here are things to think about:

Message, Values, Product, and Team

Here's an example from Eugene's portfolio that ties many of these elements together, and we'll go into more depth in the next step: