The Right Value Stories guide, created by UpdateAI and Gainsight, outlines a repeatable four-step process for capturing impactful customer stories. It begins by defining the target audience and timeline, then assessing team capacity and resources. The “go big to go small” method uses brainstorming or AI tools to mine data, identify many potential stories, and narrow them down for authenticity and relevance. Finally, stories are written, applied across sales, marketing, or enablement, and refined with feedback to improve over time. Case studies from leaders at DISQO, Zappi, and others show how value stories drive advocacy, retention, and revenue.

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