useful, widely used, & worth considering. - Who - why they are normal, not a one-off weirdo, “just like us.” - Speeds & feeds – magnitude, impressive performance. - Business outcomes – why/how it helps the organizations, usually apps. - Generalization - “this is just one story of 1,000’s.” - Hook – a story or astounding statement, something memorable. - CTA– try it, move to the next stage of persuasion, etc.* * Focused on users & buyers, also useful for influencers, investors, employees, & internecine corporate cultures.