Page 205 - The Apple Experience

everyone—every customer facing employee—knows the key messages,
internalizes the narrative, and delivers the story consistently.

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1. Script a story. Make sure that every product, service, or program has a story—
narrative—that has been scripted for it. The script must use clear, simple

language that is repeatable and memorable.

2. Create a message map. Make a message map for the product, service, or company.

You can use a small team of people to help you craft it, but be careful about
circulating the message map among too many people to get their buy-in. The

goal is to have just the right amount of content that can fit easily on one page.
Too many points defeat the purpose.

3. Share the message map. Circulate the message map, and coach the team to repeat

the key messages. Everyone in a position to discuss the product should have at
least three or four key messages ready to deliver and a story or example to

accompany each message. If they don’t get to each message in every conversation,

that’s OK. It’s more important that they are armed with the story when they need
it.