If you live in innovation circles, you’ve heard the “Netflix Crushed Blockbuster” story a bazillion times 🥱. But what most folks don’t know, it’s not just the obvious business model shift away from retail stores and then to mailing CDs to streaming, There’s more to the story.

In fact, it is the story that made the SHIFT happen.

The story of the old blue and yellow Blockbuster was: “We sell movies as rentals with late fees.” 

YUCK. It was good for a while, until it wasn’t.

Netflix told the story of limitless entertainment, anytime, anywhere.

Same industry. Completely different emotional pull.

Now if you’re an innovative product marketer you might be prone to falling into the same tired trap as Blockbuster. You want to talk about features instead of stories.

For the love of all that is holy, please stop.

Relatable Problem: If your product messaging sounds impressive but isn’t converting, it might be too technical and not emotional enough.

I’m begging you to get emotional – step into your audience’s emotions and ask, “How do I want my audience to feel? And lead from that place.

Pro Tip: Use the Entertainment Narrative Framework:

  1. Create a Hero: Who is the customer, and what struggle do they face without your product? Give them a name, an age, and visual their pain right now.
  2. Introduce the Catalyst: What’s the moment that makes them realize they need a change? I call this the SHIFT. It’s undeniable, big and important. Ask the question, “Why do they need this right now?”
  3. Show the Transformation: How does life look different with your product? Think Oprah Winfrey make over moment. Can you pain a picture of the before and after?
  4. Make It Shareable: Give them a story they can easily repeat—like how Netflix “ended late fees forever.” 

If they can’t repeat one simple idea from your irresistible offer, then your innovation only travels as far as that one listener.

Remember: Product specs don’t sell. Stories do.