• Since ancient times, stories have been a useful tool to connect and convey human culture, reduce loneliness, and inspire the team by connecting the facts and create shared goals.
• Powered by passion, designers can create great stories but often forget investing in telling them and then regret seeing them fade away.
• Storytelling thinking helps design stand out. Through storytelling, we can put ourselves in other people’s shoes. And when we can understand what they’re going through, empathy emerges.
• Customers or decision-makers in projects are not rational as they think; they make emotional decisions, relying on their feelings for the product.

Read the full article to get this author’s perspective on why storytelling matters in design.