It’s going to be really tempting to foreshadow the awesome features of your product. That’s a mistake. You want to foreshadow the promised land, and your product isn’t the promised land. Your product is merely some kind of magical artifact that helps on the journey.

If you’re a financial institution and you have the fastest loan approval rate in your market, you might be tempted to foreshadow that. But you’ll get way more mileage by foreshadowing the promised land, and then showing that your magical artifact is the fastest way to get there.

Your clients don’t want a quick loan. They want to get their car fix quickly, they want to enrol for college before the deadline, they want to pay for a funeral that’s needs to happen this week. Getting to those places, that’s the promised land for them.

The only iota of care they have for your product is whether or not it gets them to the promised land, and so the promised land is what you should be foreshadowing when building a customer experience. Oh, and by the way, if you want to get there quickly, we have the fastest magic carpet in the world. We’ve taken lots of people to the promised land before. We do it all the time. We’ve got space for you if you’d like to come.

But the story isn’t about your magic carpet, it’s about their promised land, and how to get there. The promised land is the dominant storyline, and your magic carpet is a subplot.