The Pixar story format• Once upon a time there

was …• Every day …• One day …• Because of that …• Because of that … • Until finally …

Finding Nemo• Once upon a time there was a fish named Marlin.• Every day Marlin warned his son Nemo not to

swim too far away.• One day Nemo swam into the open water.• Because of that Nemo was caught and put in a

dentist’s aquarium.• Because of that Marlin went searching for his son,

meeting other sea creatures along the way. • Until finally the two reuinited.

Your amazing product• Once upon a time there was a member of a

target audience with a huge problem.• Every day the problem caused this person

deep, searing pain.• One day the user discovered Product X.• Because of that their pain was cured.• Because of that they were able to be more

productive, or more satisfied. • Until finally they were able to do something

amazing.

In other words …• Find a real problem backed up by research.• Come up with a novel solution.• Define a persona who epitomizes the

audience.• Imagine a transformative story that this

persona will undergo as a result of your product.

• Think of how the product can change someone’s life, the world, or both!