<aside> 💡 The Narrative Canvas is designed to help you map out the building blocks of your product’s narrative. It’s best to work through each section in turn as each builds on the last. The result is a framework that provides the foundation of your story.
Need more help? Email me at [email protected] or find me on LinkedIn.
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<aside> 📦 01: The Category
What space is your product in or what type of product is it? (More often than not you shouldn't create your own.)
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<aside> 🔥 03: The Burning Desire
What is your hero trying to achieve? (It's important your product can actually help them achieve this desire.)
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<aside> 👿 05: The Big Bad
What limitation of the status quo is stopping your hero in their tracks? (This is some kind of obstacle getting in their way.)
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<aside> 💪 02: The Hero
Who is your target customer, both the person and organisation? (This should be your product's champion. The person buying your product.)
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<aside> 😐 04: The Status Quo
How is your hero currently trying to achieve that? (This could be a direct competitor or some other indirect approach.)
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<aside> 🦸 06: The Superpower
How does your product help the hero overcome that obstacle? (This is your product's core differentiator and unique selling point.)
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<aside> ✅ 07: The Capabilities
How does your product's superpower actually work? (Pick up to three core features or use cases.)
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The below example has a filled-out canvas for Lemlist.
<aside> 📦 01: The Category
Sales automation tool
</aside>
<aside> 🔥 03: The Burning Desire
Use cold outreach to generate more sales
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<aside> 👿 05: The Big Bad
A manual approach can't guarantee deliverability, which hinders the effectiveness of cold outreach campaigns
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<aside> 💪 02: The Hero
Salespeople at businesses around the world
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<aside> 😐 04: The Status Quo
Manually putting together lists and sending out emails
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<aside> 🦸 06: The Superpower
Lemlist focuses on verification of email lists, ensuring higher delivery rates
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<aside> ✅ 07: The Capabilities
1: Database of verified emails makes it easy to create lists
2: Automatic personalisation improves open rates
3: Emails are sent to other verified users to improve your domain's credibility
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<aside> 📦 01: The Category
Fill this in…
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<aside> 🔥 03: The Burning Desire
Fill this in…
</aside>
<aside> 👿 05: The Big Bad
Fill this in…
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<aside> 💪 02: The Hero
Fill this in…
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<aside> 😐 04: The Status Quo
Fill this in…
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<aside> 🦸 06: The Superpower
Fill this in…
</aside>
<aside> ✅ 07: The Capabilities
1: Fill this in…
2: Fill this in…
3: Fill this in…
</aside>
<aside> <img src="/icons/light-bulb_lightgray.svg" alt="/icons/light-bulb_lightgray.svg" width="40px" /> About the creator:
I’m Joe. That rhymes, heh.
Anyway, I help B2B companies escape Category Conformity by positioning around their POV, not their product.
Get in touch:
Check out my site > Drop me an email > Find me on LinkedIn >
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