Years ago, when I was in my previous life and profession and was using a white board for something other than character arcs and plot progressions, I kept a question on my board at work. It was, “What keeps you up at night?” This is a question used in sales in marketing to remind sellers to think about what the customer wants/needs/stresses about, NOT about the widget or service we want to sell.
Then about five years ago, I read an article that argued (rather convincingly) that we should stop asking what keeps our customers up at night, and start asking, “What gets you out of bed in the morning?” Do you see the shift from negative to positive? I brought that to the teams I managed with the goal of writing our business proposals with a different spin. We still needed to write about knowing the customer’s pain and how to solve it. But I started pestering my teams (and the business development execs who interacted with the customers) to learn about customer’s bigger-picture visions. I wanted to expand our message to say, “We support solutions, but also aspirations.”
By now you’re wondering, WTH does this have to do with fiction writing? I’m so glad you asked! Continue reading
You must be logged in to post a comment.