Benito Vergara – Medium

Benito Vergara

The Guide, Simplified

What tour guides do to ensure customer success

6 min readSep 6, 2021

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The Guide, Simplified

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Benito Vergara

At the Edge of a Tangled Forest

And what product managers can do to clear the path for the customer.

6 min readApr 30, 2021

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At the Edge of a Tangled Forest

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Benito Vergara

Getting to Act 2: Customer Engagement Lessons from the Movies

On the storytelling framework and the customer journey

10 min readApr 8, 2021

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Scene from The Fellowship of the Ring, with Frodo Baggins running in The Shire, exclaiming, “I’m going on an adventure!”

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Benito Vergara
in
The Startup

3 (and a Half) Ways Storytelling Can Help Product Managers

Using stories to pitch to the customer, frame customer engagement, and get the product team on the same page

8 min readMar 5, 2021

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3 (and a Half) Ways Storytelling Can Help Product Managers

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Benito Vergara
in
The Startup

Seven Reasons Why Stories Are Ideal Frameworks for Product Management

Just in case you product managers need some convincing.

8 min readFeb 19, 2021

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Seven Reasons Why Stories Are Ideal Frameworks for Product Management

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Benito Vergara
in
The Startup

What Luke Skywalker and Your Customer Have in Common: Thoughts on Emotional Needs

Your “users” are people. Living, breathing, thinking, feeling people.

9 min readFeb 19, 2021

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What Luke Skywalker and Your Customer Have in Common: Thoughts on Emotional Needs

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Benito Vergara

Design Thinking and Storytelling: A Short Reading List in Progress

Some sources, and much food for thought, on a short workshop I taught on design thinking and storytelling for product managers.

7 min readFeb 15, 2021

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Design Thinking and Storytelling: A Short Reading List in Progress

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Benito Vergara

How I Came to Storytelling and Product Management, or, a Short Origin Story

How a product manager and fiction writer connected the dots.

5 min readFeb 15, 2021

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How I Came to Storytelling and Product Management, or, a Short Origin Story

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Benito Vergara

Benito Vergara

Senior product manager, fiction writer, former anthropologist. I study culture, tell stories, and herd cats. More: https://about.me/benito.vergara.

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