Not many high-tech executives can draw a link between baking a cake and building software. But with style and wit, Jeff Patton provides a master class on the importance of creating a solid recipe for corporate creativity. The pivotal ingredient, he says, is the exchange of stories. Designers, analysts and clients can use words and images to share narratives and ideas. Within an exchange of stories, corporate creators and their clients can draw maps for designing, testing and launching new products, including software.
About the Author
Jeff Patton is an independent consultant specializing in user-centered design processes, a corporate trainer and coach, and a public speaker about the software industry.
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In our Journal
2 years ago
Tell Them a Story They Can’t Resist
Talk to your customers, your employees and yourself in the brain’s native language. Everybody loves a good story. There’s a sound reason for that. The human brain is literally hardwired for story. Story, as Will Storr points out in The Science of Storytelling, is the “lingua franca” of the brain. The brain naturally pieces together […]