Building Customer Stories So how can you begin to map out these competing forces to get to the crux of your customers’ jobs? Your customers may not be able to tell you what they want, but they can tell you about their struggles. What are they really trying to accomplish and why isn’t what they’re doing now working? What is causing their desire for something new? One simple way to think about these questions is through storyboarding. Talk to consumers as if you’re capturing their struggle in order to storyboard it later. Pixar has this down to a science: as you piece together your customers’
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