WEBVTT 00:00:00.000 --> 00:00:05.080 So, you know, in retail today, customers, they're 00:00:05.080 --> 00:00:07.179 just so much more informed than they used to 00:00:07.179 --> 00:00:09.359 be. Oh, absolutely. More than ever before. I 00:00:09.359 --> 00:00:12.220 mean, think about it, right? Before you even 00:00:12.220 --> 00:00:16.160 step foot in a store, you can compare everything 00:00:16.160 --> 00:00:19.480 online, read tons of reviews, watch those unboxing 00:00:19.480 --> 00:00:22.179 videos for, well, pretty much anything. Yeah. 00:00:22.260 --> 00:00:24.420 The information's all out there. Easily accessible. 00:00:24.699 --> 00:00:29.089 Exactly. So with all that, that knowledge customers 00:00:29.089 --> 00:00:32.049 already walk in with, how does a product actually 00:00:32.049 --> 00:00:34.710 stand out? That's the million dollar question, 00:00:34.710 --> 00:00:36.909 isn't it? Yeah, it really feels like just knowing 00:00:36.909 --> 00:00:41.070 the product specs, it's just not cutting it anymore. 00:00:41.429 --> 00:00:43.250 Not enough to break through the noise. You're 00:00:43.250 --> 00:00:44.950 absolutely right. And that's where I think the 00:00:44.950 --> 00:00:47.250 real secret weapon comes in. It's storytelling. 00:00:47.469 --> 00:00:50.049 Storytelling, OK. Yeah, I mean, look, deep product 00:00:50.049 --> 00:00:52.170 expertise is still critical. You absolutely need 00:00:52.170 --> 00:00:55.130 it. Of course. But weaving that knowledge into 00:00:55.130 --> 00:00:58.829 a compelling narrative, That transforms a simple 00:00:58.829 --> 00:01:01.170 transaction into something more. An experience. 00:01:01.490 --> 00:01:04.349 An experience. And that experience, that's what 00:01:04.349 --> 00:01:06.750 builds loyalty over time. It's actually kind 00:01:06.750 --> 00:01:08.810 of fascinating when you think about it. How so? 00:01:09.010 --> 00:01:11.170 Well, humans, we've been sharing information 00:01:11.170 --> 00:01:15.859 through stories for, what, millennia? Our brains 00:01:15.859 --> 00:01:18.819 are literally wired for it. It's how we make 00:01:18.819 --> 00:01:20.719 sense of the world. That makes sense. It feels 00:01:20.719 --> 00:01:23.500 more fundamental. Yeah. So, okay, with that in 00:01:23.500 --> 00:01:26.400 mind, our mission for this deep dive, then, is 00:01:26.400 --> 00:01:29.400 to really unpack why storytelling matters so 00:01:29.400 --> 00:01:32.359 much in modern retail. Exactly. We want to explore 00:01:32.359 --> 00:01:34.540 how it can amplify that product knowledge we 00:01:34.540 --> 00:01:38.620 talked about, and also, crucially, why getting 00:01:38.620 --> 00:01:40.980 associates to tell these stories consistently. 00:01:41.850 --> 00:01:44.769 across all the different locations, why that's 00:01:44.769 --> 00:01:47.030 just essential for success today. Consistency 00:01:47.030 --> 00:01:49.209 is key, absolutely. Okay, so let's unpack this 00:01:49.209 --> 00:01:51.609 a bit more. If customers are coming in already 00:01:51.609 --> 00:01:54.370 armed with facts and figures. They've done their 00:01:54.370 --> 00:01:57.930 homework. Right. What then truly makes a sales 00:01:57.930 --> 00:02:00.829 interaction? Well, unforgettable. What's left 00:02:00.829 --> 00:02:02.909 for the associate to really do to make an impact? 00:02:03.269 --> 00:02:05.730 Well, what's fascinating here is that storytelling... 00:02:05.799 --> 00:02:08.780 It goes beyond just listing features and benefits. 00:02:09.039 --> 00:02:11.439 It connects directly with the customer's emotions, 00:02:12.479 --> 00:02:15.580 their aspirations, even their values, and the 00:02:15.580 --> 00:02:17.819 neuroscience actually backs this up. Oh, interesting. 00:02:17.900 --> 00:02:21.319 How? Our brains are literally wired for stories. 00:02:21.520 --> 00:02:23.879 They activate more parts of the brain, linking 00:02:23.879 --> 00:02:27.199 emotion to memory, which makes stories far, far 00:02:27.199 --> 00:02:30.180 stickier than just, you know, dry facts or data 00:02:30.180 --> 00:02:32.219 points. Which often just go in one ear and out 00:02:32.219 --> 00:02:35.419 the other. Precisely. So when an associate shares 00:02:35.419 --> 00:02:37.939 the inspiration behind a product, maybe it's 00:02:37.939 --> 00:02:40.000 the craftsmanship or the designer's original 00:02:40.000 --> 00:02:42.699 vision, or even the real world problem it was 00:02:42.699 --> 00:02:45.479 created to solve, they're not just selling an 00:02:45.479 --> 00:02:48.139 item anymore, they're inviting the customer into 00:02:48.139 --> 00:02:51.180 the brand's world, into its story. That really 00:02:51.180 --> 00:02:52.659 does make a huge difference. You know, I'm thinking 00:02:52.659 --> 00:02:54.340 about this example from the source material. 00:02:54.680 --> 00:02:56.860 It really clicked for me. Which one was that? 00:02:57.080 --> 00:02:59.580 The one about the boots. You know, a pair of 00:02:59.580 --> 00:03:01.639 boots isn't just leather with a durable sole. 00:03:01.840 --> 00:03:04.740 Right, the description. Instead, it becomes the 00:03:04.740 --> 00:03:07.620 same style worn by explorers crossing the Alps 00:03:07.620 --> 00:03:11.740 back in the 1930s, now reimagined for today's 00:03:11.740 --> 00:03:15.060 urban adventurer. See? Instantly different. Totally. 00:03:15.400 --> 00:03:17.500 I mean, think about what that does for you, the 00:03:17.500 --> 00:03:20.199 listener, immediately. It creates a picture, 00:03:20.360 --> 00:03:22.939 an emotion. It's transformative, exactly. Yeah. 00:03:23.199 --> 00:03:25.159 Because it taps into something aspirational, 00:03:25.340 --> 00:03:27.979 something emotional, and this connection. This 00:03:27.979 --> 00:03:30.319 is where we see those critical benefits in retail. 00:03:30.599 --> 00:03:33.099 OK, like what? Well, first, differentiation. 00:03:33.939 --> 00:03:36.979 In crowded markets where, let's be honest, products 00:03:36.979 --> 00:03:40.879 can often look and feel pretty similar, stories 00:03:40.879 --> 00:03:44.620 are what truly set them apart. Second, emotional 00:03:44.620 --> 00:03:47.360 engagement. People remember how you make them 00:03:47.360 --> 00:03:50.219 feel much more vividly than the specific details 00:03:50.219 --> 00:03:52.879 you tell them. That's definitely true. And third, 00:03:53.419 --> 00:03:56.500 value justification. A really compelling story 00:03:56.500 --> 00:03:59.340 can make a premium price feel, well, totally 00:03:59.340 --> 00:04:01.699 justified because the customer understands the 00:04:01.699 --> 00:04:04.280 why behind it, not just the what. They see the 00:04:04.280 --> 00:04:06.879 value beyond the materials. Precisely. Which, 00:04:06.919 --> 00:04:09.080 of course, raises a pretty important question. 00:04:09.439 --> 00:04:12.060 How do associates actually build these compelling 00:04:12.060 --> 00:04:15.210 narratives? Where do they start? Right. So if 00:04:15.210 --> 00:04:19.910 the story is the hook, the emotional part, what 00:04:19.910 --> 00:04:22.990 about the product knowledge itself? Is it still 00:04:22.990 --> 00:04:25.589 as critical or does it kind of take a backseat 00:04:25.589 --> 00:04:27.810 now? Because it seems you really can't tell a 00:04:27.810 --> 00:04:30.529 powerful story without knowing the product inside 00:04:30.529 --> 00:04:32.589 and out. Oh, absolutely not. Product knowledge 00:04:32.589 --> 00:04:35.110 isn't just critical. It's the foundation. You 00:04:35.110 --> 00:04:37.850 can't build a convincing story on shaky ground. 00:04:37.870 --> 00:04:40.509 OK, so it's foundational. Completely. Associates 00:04:40.509 --> 00:04:43.009 really have to master a certain level of knowledge 00:04:43.009 --> 00:04:47.089 to craft stories that feel authentic, not just 00:04:47.089 --> 00:04:49.350 made up. And what does that foundational knowledge 00:04:49.350 --> 00:04:51.769 include? Well, you need the basics. Materials 00:04:51.769 --> 00:04:54.089 and craftsmanship, where it's made, how it's 00:04:54.089 --> 00:04:56.350 made, what makes the materials or the process 00:04:56.350 --> 00:04:59.040 unique. Got it, the how. Then functionality, 00:04:59.319 --> 00:05:01.519 sure, the features, but more importantly, how 00:05:01.519 --> 00:05:03.939 it actually works and the specific benefits it 00:05:03.939 --> 00:05:06.100 delivers to the customer. The what it does for 00:05:06.100 --> 00:05:09.660 me. Exactly. And crucially, brand heritage. The 00:05:09.660 --> 00:05:12.379 history, the values, the overall vision of the 00:05:12.379 --> 00:05:16.040 brand itself. That provides context. The bigger 00:05:16.040 --> 00:05:19.160 picture. Right. And finally, maybe most importantly, 00:05:19.779 --> 00:05:22.560 customer relevance. Who is this product really 00:05:22.560 --> 00:05:26.180 for? How does it genuinely fit into their life 00:05:26.180 --> 00:05:29.019 their needs their style so connecting the dots 00:05:29.019 --> 00:05:31.699 between the product and the person That's the 00:05:31.699 --> 00:05:35.379 key. So if you think about it like that Those 00:05:35.379 --> 00:05:38.819 facts the materials the history the function 00:05:38.819 --> 00:05:41.839 They become like the ingredients for the story. 00:05:41.839 --> 00:05:44.120 That's a perfect analogy and when associates 00:05:44.120 --> 00:05:46.779 are really confident in those ingredients in 00:05:46.779 --> 00:05:50.069 their knowledge Yeah, their delivery It just 00:05:50.069 --> 00:05:52.029 transforms, doesn't it? It goes from sounding, 00:05:52.029 --> 00:05:54.009 I don't know, mechanical. Like reading a spec 00:05:54.009 --> 00:05:56.870 sheet? Yeah, to something authentic and genuinely 00:05:56.870 --> 00:05:59.389 engaging. It's like they're cooking this amazing 00:05:59.389 --> 00:06:01.170 meal instead of just listing what's in the pantry. 00:06:01.389 --> 00:06:03.189 Exactly. They own the story because they own 00:06:03.189 --> 00:06:04.949 the facts behind it. Okay, so we've covered the 00:06:04.949 --> 00:06:07.730 why why stories matter and what the foundational 00:06:07.730 --> 00:06:10.170 knowledge needed, but here's where it gets really 00:06:10.170 --> 00:06:13.089 interesting for me. How do associates actually 00:06:13.089 --> 00:06:16.779 do this? How? What's the practical art, the skill 00:06:16.779 --> 00:06:19.259 involved in translating all that product knowledge 00:06:19.259 --> 00:06:23.319 into narratives that are relatable, memorable, 00:06:23.439 --> 00:06:26.180 and actually connect with what that specific 00:06:26.180 --> 00:06:28.420 customer desires? Right, because it's definitely 00:06:28.420 --> 00:06:31.379 a skill. And it's not about making things up 00:06:31.379 --> 00:06:33.600 or creating fiction. No, it has to be genuine. 00:06:33.839 --> 00:06:35.899 Absolutely. It's about crafting that genuine 00:06:35.899 --> 00:06:39.300 connection. And there's a pretty clear sort of 00:06:39.300 --> 00:06:41.339 five -step process that works really well for 00:06:41.339 --> 00:06:43.810 retail storytelling. OK, let's hear it. First, 00:06:44.029 --> 00:06:46.490 you connect with the customer. Seems obvious, 00:06:46.610 --> 00:06:49.129 but it means really asking questions, actively 00:06:49.129 --> 00:06:51.449 listening, trying to identify their specific 00:06:51.449 --> 00:06:53.449 needs or maybe just their interests. Understanding 00:06:53.449 --> 00:06:56.730 who you're talking to. Exactly. Second, select 00:06:56.730 --> 00:06:59.470 the right story. Based on that connection, you 00:06:59.470 --> 00:07:02.189 choose a narrative angle, a piece of the product's 00:07:02.189 --> 00:07:04.389 story that ties directly into what they seem 00:07:04.389 --> 00:07:07.250 to value most, not just a generic story. Tailoring 00:07:07.250 --> 00:07:10.740 it. Third, weave in product knowledge. This is 00:07:10.740 --> 00:07:13.540 key. You introduce the facts, the materials, 00:07:13.720 --> 00:07:16.560 the features, the history naturally within the 00:07:16.560 --> 00:07:18.180 flow of the story. You don't just dump all the 00:07:18.180 --> 00:07:20.160 information at once. Right. No info dumping. 00:07:20.600 --> 00:07:24.699 Fourth, invite the customer in. Use sensory language. 00:07:25.100 --> 00:07:27.779 Maybe show them visuals. Even share a relatable 00:07:27.779 --> 00:07:30.879 anecdote if appropriate. Help them actually imagine 00:07:30.879 --> 00:07:33.879 themselves owning or using the product. Make 00:07:33.879 --> 00:07:36.699 it tangible in their mind. Let them picture it. 00:07:36.839 --> 00:07:40.579 Yes. And finally, fifth, Close with confidence. 00:07:41.220 --> 00:07:44.100 You reinforce how the story and the product align 00:07:44.100 --> 00:07:46.920 with their lifestyle, confirming that it's really 00:07:46.920 --> 00:07:49.199 the right fit for them. Tie it all together. 00:07:49.500 --> 00:07:52.560 That sounds incredibly practical. And that carry 00:07:52.560 --> 00:07:55.279 -on luggage example from the source. really brings 00:07:55.279 --> 00:07:57.779 this process to life. Oh yeah, the pilot story. 00:07:57.939 --> 00:08:00.100 That's a great one. Right. Imagine the associate 00:08:00.100 --> 00:08:02.600 saying, you mentioned you travel often for work. 00:08:03.079 --> 00:08:04.860 Well, this carry -on was actually designed by 00:08:04.860 --> 00:08:07.199 two pilots. Mm -hmm. Instantly relevant. Who 00:08:07.199 --> 00:08:09.699 were just so frustrated with flimsy zippers and 00:08:09.699 --> 00:08:11.519 wheels that always seemed to stick right in the 00:08:11.519 --> 00:08:13.160 middle of the terminal. We've all been there. 00:08:13.279 --> 00:08:15.920 Totally. They spent two whole years testing different 00:08:15.920 --> 00:08:17.959 alloys for the handle, and they double -coated 00:08:17.959 --> 00:08:21.250 the wheels for extra smoothness. Seriously. When 00:08:21.250 --> 00:08:23.290 you roll this through the airport, you will feel 00:08:23.290 --> 00:08:24.949 the difference immediately. And you know it's 00:08:24.949 --> 00:08:27.389 built to last for years. Yeah. It's such a perfect 00:08:27.389 --> 00:08:29.269 illustration, isn't it? It really is. Because 00:08:29.269 --> 00:08:33.250 it seamlessly merges, OK, the customer specific 00:08:33.250 --> 00:08:36.990 need business travel with concrete product facts, 00:08:37.269 --> 00:08:39.909 the alloy handle, the coated wheels, the two 00:08:39.909 --> 00:08:44.250 years of testing, and wraps it all in this powerful 00:08:44.250 --> 00:08:47.669 emotional reassurance. No more frustrating airport 00:08:47.669 --> 00:08:49.850 moments. This thing is smooth and durable. It's 00:08:49.850 --> 00:08:52.090 just. you can almost feel that smooth glide. 00:08:52.110 --> 00:08:55.269 You really can. Okay, so this all sounds fantastic 00:08:55.269 --> 00:08:57.870 in theory. The knowledgeable associate, the perfect 00:08:57.870 --> 00:08:59.850 story. Yeah. But let's talk about the elephant 00:08:59.850 --> 00:09:04.070 in the room. Consistency at scale. Ah, yes. The 00:09:04.070 --> 00:09:06.970 big challenge. How do brands actually pull this 00:09:06.970 --> 00:09:10.529 off across maybe hundreds or even thousands of... 00:09:10.409 --> 00:09:12.549 employees and locations, you'd think, maybe with 00:09:12.549 --> 00:09:14.409 all the digital tools we have. It'd be easy. 00:09:14.710 --> 00:09:16.690 Consistency would be easier now, but maybe it's 00:09:16.690 --> 00:09:19.769 actually harder. Is story drift, you know, where 00:09:19.769 --> 00:09:21.929 the details get fuzzy or the stories get delivered 00:09:21.929 --> 00:09:24.970 inconsistently a real problem? It's a huge problem. 00:09:25.330 --> 00:09:27.909 Even the most talented, well -intentioned associates 00:09:27.909 --> 00:09:30.690 can forget details, especially with high product 00:09:30.690 --> 00:09:34.169 turnover, seasonal changes, new hires constantly 00:09:34.169 --> 00:09:36.190 coming on board. Right, there's so much change. 00:09:36.490 --> 00:09:39.370 Exactly. So, without the right systems and tools 00:09:39.370 --> 00:09:42.110 in place, the direct consequence is pretty significant. 00:09:42.490 --> 00:09:45.009 You end up with some associates delivering those 00:09:45.009 --> 00:09:47.309 rich, compelling narratives we've been talking 00:09:47.309 --> 00:09:50.049 about. The ideal experience. While others, maybe 00:09:50.049 --> 00:09:52.429 newer ones or just less confident ones, default 00:09:52.429 --> 00:09:55.049 back to just basic feature descriptions. And 00:09:55.049 --> 00:09:58.450 that inconsistency... must hurt the brand. It 00:09:58.450 --> 00:10:00.769 absolutely does. It dilutes the brand perception, 00:10:00.990 --> 00:10:03.309 weakens the overall customer experience, and 00:10:03.309 --> 00:10:06.009 you lose that competitive edge storytelling provides. 00:10:06.350 --> 00:10:08.230 Which really raises the question, what kind of 00:10:08.230 --> 00:10:11.289 system is actually needed to prevent this drift? 00:10:11.409 --> 00:10:13.590 Okay, so let's get practical then. What would 00:10:13.590 --> 00:10:16.889 a system like that actually need to do to enable 00:10:16.889 --> 00:10:19.230 this kind of consistent, high quality storytelling 00:10:19.230 --> 00:10:21.250 across the board? Yeah, what does it look like 00:10:21.250 --> 00:10:23.870 on the ground? Right. How do you keep all that 00:10:23.870 --> 00:10:26.220 product information and the brand stories to 00:10:26.220 --> 00:10:28.960 date in real time. How do you deliver the training 00:10:28.960 --> 00:10:31.860 so it's engaging and actually sticks? And ensure 00:10:31.860 --> 00:10:34.600 everyone has access. Yes, ensure every single 00:10:34.600 --> 00:10:37.860 associate from the seasoned veteran to the person 00:10:37.860 --> 00:10:40.860 on their first day can access and deliver that 00:10:40.860 --> 00:10:43.720 same high -quality customer experience through 00:10:43.720 --> 00:10:46.360 stotelling. What does that system need? Well, 00:10:46.519 --> 00:10:49.970 this is exactly where a platform, something like 00:10:49.970 --> 00:10:51.950 INCITE that was mentioned in the source, really 00:10:51.950 --> 00:10:54.690 becomes a potential game changer. OK, INCITE. 00:10:54.870 --> 00:10:57.590 How so? Because it's positioned not just as, 00:10:57.830 --> 00:10:59.629 say, a platform for standard training or task 00:10:59.629 --> 00:11:02.529 management, but really as a kind of story delivery 00:11:02.529 --> 00:11:05.009 system for the entire brand. A story delivery 00:11:05.009 --> 00:11:07.429 system. I like that. So what does that practically 00:11:07.429 --> 00:11:09.850 unlock for a brand? How does it help deliver 00:11:09.850 --> 00:11:12.110 those stories consistently? Well, think about 00:11:12.110 --> 00:11:14.769 it. First, you can publish product stories instantly. 00:11:15.039 --> 00:11:17.159 Share the backstory, the design inspiration, 00:11:17.399 --> 00:11:20.139 key selling points, maybe even videos, all in 00:11:20.139 --> 00:11:23.139 an engaging multimedia format pushed out to everyone 00:11:23.139 --> 00:11:25.139 at once. So everyone gets the same core narrative. 00:11:25.539 --> 00:11:28.259 Exactly. Then you can reinforce knowledge through 00:11:28.259 --> 00:11:31.000 engagement. Use things like interactive modules, 00:11:31.279 --> 00:11:34.220 quick quizzes, maybe even scenario -based training 00:11:34.220 --> 00:11:36.379 where associates practice weaving facts into 00:11:36.379 --> 00:11:40.059 a story. Make it active, not passive. So it actually 00:11:40.059 --> 00:11:43.879 sticks and feels natural to use. Precisely. Third, 00:11:44.220 --> 00:11:47.100 you can standardize across all locations. This 00:11:47.100 --> 00:11:50.220 is huge. Ensure every single associate, no matter 00:11:50.220 --> 00:11:53.139 the store, receives the exact same storytelling 00:11:53.139 --> 00:11:55.659 framework and core information. Eliminating that 00:11:55.659 --> 00:11:58.559 story drift. Right. Fourth, provide on -the -go 00:11:58.559 --> 00:12:01.500 access. Let associates quickly refresh their 00:12:01.500 --> 00:12:03.360 memory on a product story, maybe right before 00:12:03.360 --> 00:12:05.840 their shift starts, or during a bit of downtime, 00:12:05.960 --> 00:12:07.879 directly on a mobile device, perhaps. Keeping 00:12:07.879 --> 00:12:10.820 it top of mind. And finally, you can actually 00:12:10.820 --> 00:12:14.000 measure storytelling effectiveness. Use analytics 00:12:14.000 --> 00:12:16.279 to track things like who has completed the training, 00:12:16.360 --> 00:12:17.980 how well they understood it through quizzes, 00:12:18.460 --> 00:12:21.039 maybe even track engagement levels. This helps 00:12:21.039 --> 00:12:23.200 managers see where extra support or coaching 00:12:23.200 --> 00:12:25.620 might be needed. Wow, OK. So it's about integrating 00:12:25.620 --> 00:12:29.210 that story. training right into the daily operational 00:12:29.210 --> 00:12:32.190 workflow. That's the key. When you do that, a 00:12:32.190 --> 00:12:34.669 system like this really enables associates to 00:12:34.669 --> 00:12:37.350 confidently move beyond just saying, here's what 00:12:37.350 --> 00:12:41.190 this product does, to truly explaining, here's 00:12:41.190 --> 00:12:44.169 why this product matters to you. That's a powerful 00:12:44.169 --> 00:12:46.610 shift. So just to really bring it home for you, 00:12:46.649 --> 00:12:49.490 our listener, the core message here is pretty 00:12:49.490 --> 00:12:52.029 clear, isn't it? I think so. In retail today, 00:12:52.279 --> 00:12:54.139 Yeah, products are everywhere. You can buy almost 00:12:54.139 --> 00:12:58.820 anything anywhere. But it's the stories. Those 00:12:58.820 --> 00:13:01.000 are what people truly remember. That's absolutely 00:13:01.000 --> 00:13:03.200 right. Because when associates really master 00:13:03.200 --> 00:13:05.820 this art, the art of weaving that solid product 00:13:05.820 --> 00:13:08.360 knowledge into compelling narratives, they're 00:13:08.360 --> 00:13:10.820 not just selling items off a shelf. No. They're 00:13:10.820 --> 00:13:13.340 creating genuine connections. They're building 00:13:13.340 --> 00:13:15.740 lasting loyalty. They're inspiring people to 00:13:15.740 --> 00:13:17.799 come back and even to tell others. Storytelling 00:13:17.799 --> 00:13:20.120 essentially takes product knowledge from just 00:13:20.120 --> 00:13:22.610 being in the head. logical facts. And puts it 00:13:22.610 --> 00:13:24.269 right into the heart. That's a great way to put 00:13:24.269 --> 00:13:27.049 it. And ultimately, it's not just about the associate 00:13:27.049 --> 00:13:29.750 knowing the product story. It's about them living 00:13:29.750 --> 00:13:32.629 the brand story and then giving customers a story 00:13:32.629 --> 00:13:34.409 they'll be excited to tell themselves later. 00:13:34.690 --> 00:13:37.509 Making the customer the hero of their own story 00:13:37.509 --> 00:13:40.049 with the product playing a key role. Exactly. 00:13:40.490 --> 00:13:42.889 So maybe a final thought for you to ponder after 00:13:42.889 --> 00:13:45.250 this deep dive. OK. Think about a product you 00:13:45.250 --> 00:13:47.649 personally love, something you bought and really 00:13:47.649 --> 00:13:50.720 value. Can you articulate the story behind it, 00:13:50.940 --> 00:13:53.480 not just its features, but the story, and maybe 00:13:53.480 --> 00:13:55.820 reflect on how that story makes it resonate so 00:13:55.820 --> 00:13:56.419 strongly with you?