Tip 75: Tell the story about your product

Your product has a story. And if your product’s story is an interesting one, let your customers in on it. It’ll give them more reasons to love your product and connect them to it a little more.


  1. At my last corporate job, we made insulin pumps for people with diabetes. Our customers wore the product nearly 24-hours a day. Since they had their pumps with them just about everywhere, we would often give tours of our on-site manufacturing plant where their pumps were “born.” This would allow our customers, their families, and healthcare providers to see how the pump was made, and get all kinds of cool details and facts about the testing that was done prior to it getting shipped out. It never got old seeing the wonder on customers’ faces as they learned the story of how their pump came to be.
  2. Sara Blakely, founder of Spanx tells of the moment that led her to launch her multi-billion dollar company: “One day I cut the feet out of a pair of pantyhose. That was my “aha” moment.” She also tells the story of how she used a pair of white pants to sell lots and lots of Spanx for three years. All cool and fun info that helps to connect her customers to her and her brand.


  1. Develop the story for your business. It could be the story of your founding or of how your products are made. Write it down and refine it over time as you tell it to others. The more you tell it, the smoother it will become.
  2. Find cool ways to bring your story to life. Sure spoken or written word can work well. But if you are able to share your story with your customers in a unique and highly memorable way, you’ll have an even greater impact.

Application for your business

  1. Write down the story of your business or products.
  2. Brainstorm three ways you can share the story of your business or products with your customers.

Previous tips

1-22. Section 1: Build a relationship with your customers (series)

23-48. Section 2: Make your customers’ lives better (series)

49-62. Section 3: Reward your customers (series)

63. Be cool (code for be yourself)

64. Love what you do (and let it show)

65. Give your business some G.A.S.

66. Have awesome people

67. Take care of your awesome people

68. Be remarkable

69. Be memorable

70. Shake things up

71. Be awesome in unexpected small ways

72. Be awesome in unexpected big ways

73. Start a movement

74. Be fearless