Why We Need Storytellers at the Heart of Product Development | UX Magazine

Why We Need Storytellers at the Heart of Product Development | UX Magazine: "If one of the primary factors in consumer arousal, interest, and adoption of new products is the ability of the product to answer the question, 'Why would I use this?' then why do so many teams either let execution come before defining the product value or allow multiple groups to do this independently? The answer is simple: the process of identifying a product opportunity and value statement is not easy and the skillset required is still coming of age."