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Your Presentations Feel Lifeless Because They're Missing a Villain
Great design stories succeed not by focusing on the designer's solution, but by framing the status quo as a villain that the audience must overcome.
What: Effective design communication requires establishing a clear 'antagonist'—the current inefficient or flawed way of working—before presenting a product as the solution.
Why it matters: Developers and designers often pitch features as solutions to non-existent problems, failing to build enough narrative tension to justify the cost of change.
Takeaway: Before your next presentation, identify the current 'status quo' that negatively impacts your users; define exactly why it is winning and why it must be replaced.
Original article
The villain in a design story is never a person: it is the status quo, and it is already winning when the story opens.
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