The default customer story is terrible.
Rule 1: It has to be interesting. We need to give people a reason to care.
Rule 2: It's not about you. The customer is the hero, not the vendor or agency.
Rule 3: People want to read about people. Especially now. A real person, telling a real story, earns trust.
Rule 4: Keep it short. Attention spans are short and getting shorter. Brief and graphical wins.
Rule 5: Metrics support the narrative. Not the other way around. The story is the story.
This is why you need to work with experts who have done this dozens of times, the right way.

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