Business Thinking for Designers

Add analytical storytelling to your toolkit
Over the last 10 years, narrative storytelling has become a 
mainstay in the designer toolkit. While wonderful for creating 

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Communicate the options
products that resonate with customers, narrative storytelling 
isn’t enough for making trade-off decisions. The purpose of 
narrative is to relate a series of actors, events, and actions to 
an audience through imagery. What it delivers in inspiration, it 
misses in expressing the reasoning of the storyteller. 
To influence decisions, how a story is constructed is just 
as important as the narrative itself. In trade-off-decision 
scenarios, your partners need to know why you decided to tell 
the story in a particular way so they can better understand 
your rationale and argument.