Getting Your Story Straight: The Power of a Clear Product Narrative
Coming up with a good idea is hard. Bringing an innovative product to market is harder. Building a business around a new product is harder still. So what do successful innovations have in common? A really good story. Great entrepreneurs create products that have a simple narrative. These innovators have a clear idea about who the customer is, what makes them tick, what problem they’re solving and how they plan to solve it. In his talk, David will illustrate the elements that comprise a strong product narrative. It’s all about getting the story straight.
Box Out Industries
David is a former Ad Agency President and VP of Marketing at Yahoo! He now advises emerging Internet and consumer technology companies through his company Box Out Industries. He specializes in helping new companies clarify their business and product strategy. David also founded a production company (Spiral Staircase) to produce theatrical projects. He is currently producing an original musical by Bruce Hornsby. David is a guest lecturer/mentor at Berkeley-Haas where he serves as Executive-in-Residence.David started his career as an Assistant AE at JWT-NY and eventually became President of JWT West. In 1998, he left advertising and brought his strategic and marketing leadership to two Internet start-ups – Quokka Sports and the Feedroom. He later joined Yahoo! in 2002 as VP marketing working in both business-to-business and consumer capacities. During his time at Yahoo! David led marketing for virtually all of Yahoo!’s products across their customer base of 500 million users. He serves on the Board of the American Conservatory Theater and the Destiny Arts Center.