They start with examples about the vampires: MINI, Harley, Dating Site

Exaple with a lamp when it was invented

many comapanies kill new ideas because they werent able to proof themselves

good example with creating a milkyway trough the press of a button

It gets better project

Idea → Desk Research → Audience storytelling

Storys can be misleading!!

Example with cocktails

Persona & Expirience map

Product good, but does it resonate with the persona?

There they come with a story, this is our task now