What are the key elements of a compelling concept story and narrative?

1 The purpose of a concept story and narrative

A concept story and narrative are not just descriptions of your concept, but persuasive arguments that show why your concept is worth pursuing and how it solves a problem or meets a need. A concept story and narrative should answer the following questions: What is the problem or opportunity you are addressing? Who are the target users or customers? What is your concept and how does it work? What are the benefits and outcomes of your concept? How does your concept differ from existing solutions or alternatives?

2 The structure of a concept story and narrative

A concept story and narrative should have a clear and logical structure that guides the audience through your concept and builds interest and credibility. A common structure is the following: Introduction, where you hook the audience with a catchy headline, a compelling question, or a relevant scenario. Background, where you provide context and information about the problem or opportunity, the target users or customers, and the market or industry. Concept, where you present your concept and explain its features, functions, and value proposition. Evidence, where you support your concept with data, research, testimonials, or prototypes. Conclusion, where you summarize your concept and call the audience to action.

3 The style of a concept story and narrative

A concept story and narrative should have a style that matches your concept, your audience, and your goal. A style is composed of elements such as tone, voice, language, and visuals. A tone is the attitude or emotion you convey with your words, such as formal, casual, humorous, or passionate. A voice is the personality or character you project with your words, such as authoritative, friendly, or innovative. A language is the choice of words and phrases you use to communicate your concept, such as simple, technical, or metaphorical. A visual is the use of images, graphics, or animations to illustrate or enhance your concept, such as sketches, diagrams, or videos.

4 The process of creating a concept story and narrative

A concept story and narrative are not created in isolation, but as part of a collaborative and iterative process that involves research, ideation, feedback, and refinement. A research is the collection and analysis of information about the problem or opportunity, the target users or customers, and the market or industry. An ideation is the generation and selection of ideas for your concept and its story and narrative. A feedback is the evaluation and improvement of your concept and its story and narrative based on input from others, such as clients, stakeholders, or users. A refinement is the finalization and polishing of your concept and its story and narrative based on feedback and testing.

5 The tips for improving a concept story and narrative

A concept story and narrative can always be improved by applying some tips and best practices that can enhance their clarity, impact, and appeal. Some tips are: Use a catchy headline that captures the essence and value of your concept. Use a compelling question or a relevant scenario to hook the audience and create curiosity. Use a clear and concise language that avoids jargon, ambiguity, and redundancy. Use a consistent and appropriate tone and voice that suits your concept, your audience, and your goal. Use visuals that complement and support your words, not distract or confuse them. Use data, research, testimonials, or prototypes to back up your claims and show credibility. Use a summary and a call to action to reinforce your message and motivate the audience.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?