Would you love to know what your customers really want and need, even if they don't yet understand it themselves? Do you dream of creating products that feel natural and right when people use them, that they recommend to their friends, and which-most importantly-sell really, really well?This is the book that explains the key ingredient for doing this. It's called storytelling.Discover how experiencing and telling your customers' stories will enable you to:- Uncover your customers' conscious and unconscious desires- Create a design strategy that gives them what they want- Bring your colleagues on board with your vision of the future- Create products you can be proud of