Your Product is Your Brand

1. DM ONSITE STORYTELLING
Eric Schlakman
Head of Writing, Stripe
schlakman@stripe.com
eric.schlakman@gmail.com
@schlakman
Your product
is your brand

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A bit about me

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A bit about me

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A bit about me

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What do these items
have in common?

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What do these items
have in common?

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THING
STORY

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Their stories give
them meaning

9. “People don’t buy what you do,
they buy why you do it.”
-Simon Sinek

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WHAT
Golden Circle

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WHAT
HOW
Golden Circle

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WHAT
HOW
WHY
Golden Circle

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Golden Circle
for product content

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FEATURE
Golden Circle
for product content

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FEATURE
Golden Circle
for product content
FUNCTION

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FEATURE
FUNCTION
FUTURE
Golden Circle
for product content

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From features
to...
FUTURES!

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Products as Services
Product Brief

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Products as Services
Service Brief

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v10
What are we
working toward?

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Uber ASL

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Future: Uber is the best place for anybody to earn money on
their own schedule
Function: Remove points of friction for drivers and riders, and
add opportunities for positive interactions
Feature: Improve ways for drivers who are deaf or hard of
hearing to use Uber

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Recap
● Stories give direction
● Why’s up
● Futures, not features

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Recap
“And will you succeed?
Yes you will indeed!
98 and 3/4 percent
guaranteed.”
-Dr. Suess

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Eric Schlakman
Head of Writing, Stripe
schlakman@stripe.com
eric.schlakman@gmail.com
@schlakman
Thank ya.

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