Storytelling is an effective tool for communicating complex ideas to non-technical people. We often use stories to illustrate to senior stakeholders how an experience will change the way customers interact with the organisation through a user journey, feature or function. The narrative is something everyone can understand and helps the design team avoid technical language. Storytelling can also be utilized much earlier in the design process. By creating storyboards that describe a narrative about a future vision, they are an effective tool for gathering feedback about product innovations. By showing a potential users or customers how a new innovation would fit into their daily lives, it allows them to contextualise their feedback. Creating an environment where potential users of an innovation can give reliable feedback is vital. Simply presenting a concept and asking people what they think of it is highly flawed. Without a meaningful connection to their personal situation they can only guess at the value and their feedback could send a design team in the wrong direction. Storytelling, either as a narrative or visually presented via storyboards will enable a design team to focus on the customer experience, and non-technical people, whether stakeholders or potential customers to understand and engage with the subject.