The Design Thinking Playbook by Michael Lewrick & Patrick Link & Larry Leifer

Author:Michael Lewrick & Patrick Link & Larry Leifer
Language: eng
Format: epub, pdf
ISBN: 9781119467502
Publisher: Wiley
Published: 2018-04-30T00:00:00+00:00

When does imagination influence the buying process, and at what point is storytelling used?

A headline in Forbes magazine claimed that good storytelling can heighten customer acquisition by up to 400%. Now we all see the $ sign flicker in front of our eyes, which ought to make us sit up and take notice. With all services and products, the ultimate art is to maintain the desire for them, which is based mostly on the relationship between the object and the consumers. Desire is exactly the condition that the object or product does not have, though. Instead, it is the presumed relationship with the object that satisfies desire. With his dream car, an American electric vehicle, Peter is one of these modern consumers who “cultivate” their desires. Any product with hitherto unknown features has the potential to fill us with enthusiasm beyond the limits of reality. We can compare this state with daydreaming or the merging of feelings of happiness from fantasy and reality. In general, we are all confronted with a dilemma that becomes manifest in the desire to own the object and the fact we don’t own it.

What happens after we have bought the product? Why do we want to own the product at all? Haven’t we already experienced a feeling of happiness with the product in our imagination?

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