How Cards Against Humanity Helped Us Shape Our Product Story

How Cards Against Humanity Helped Us Shape Our Product Story

Cards Against Humanity is more than just a game to me -- it led to an epiphany that shaped the way my company developed its product story around content personalization. In business, the company that consistently engages its audience succeeds. With a little inspiration from Cards Against Humanity, we were able to tell a content personalization story that people easily understood. Read on to find out how we did this, and how your brand can use an analogy to tell your product story effectively, as well. That’s what we do for your website -- make it relevant to different audiences by personalizing the experience.” People immediately understood our company and were eager to learn more. When we advertised at conferences, people flocked to our booth to play our customized expansion deck of Cards Against Humanity (appropriately named Marketers Avoid Calamity). How to Develop Your Own Product Story My company’s experience with Cards Against Humanity is special to us, but it’s not the only way to tell a simple, effective product story. We used a simple card game to explain our complex business, and people immediately understood what we meant. Pick something that works for your brand, and then find ways to make it your own. Cards Against Humanity provided us with both the inspiration and the vessel to create a personalized message that captured our audience’s attention.

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Cards Against Humanity is more than just a game to me — it led to an epiphany that shaped the way my company developed its product story around content personalization.

If you think about it, playing Cards Against Humanity and personalizing content are surprisingly similar actions. Both require you to know your audience members, understand what resonates with them, and deliver a relevant message. Both also build over time: a message that works at the start might need to evolve to remain relevant. In Cards Against Humanity, the person who delivers the most engaging experience over multiple rounds wins. In business, the company that consistently engages its audience succeeds.

Before I reframed my thinking, our company struggled to communicate what personalization meant in our industry. References to personalization almost always referred to either ecommerce or conversion rate optimization, and everyone wanted to talk about the greatness of Amazon and Netflix. While CRO might be relevant to our customers, ecommerce rarely is, so the B2C construct didn’t hold water for us. We found ourselves explaining what our product wasn’t more than what it was — a content-driven experience that liberates brands from the confines of one-size-fits-all information architecture.

With a little inspiration from Cards Against Humanity, we were able to tell a content personalization story that people easily understood. Read on to find out how we did this, and how your brand can use an analogy to tell your product story effectively, as well.

An Effortless Approach to Product Story

Cards Against Humanity became more than an inspiration for us; it became a metaphor for our product story. With a simple analogy, we turned convoluted explanations about what we do into something people could immediately grasp.

Conversations that were once frustrating became absurdly easy: “Ever play Cards Against Humanity? You know how you have to learn what people respond to if you want them to pick your card? That’s what we do for your website — make it relevant to different audiences by personalizing the experience.”

People immediately understood our company and were eager to learn more. Sales pitches that once took several minutes were reduced to one effective sentence. When we advertised at conferences, people flocked to our booth to play our customized expansion deck of Cards Against Humanity (appropriately named Marketers Avoid Calamity). Industry influencers gave us shout-outs on social media. Most importantly, this…

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