Business · Unit 3 · Selling & Storytelling

B3A. The customer story

B2 · 60–75 min · Business English

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Unit 3 · Quote
“The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come.”
— Steve Jobs · Which is why case studies beat feature lists.
A product manager telling a customer success story to her team
Lesson goals

By the end you will…

  • Tell a 2-minute customer success story with a clear before / after.
  • Use narrative tenses (past simple, past continuous, past perfect) accurately.
  • Separate features, benefits and pain points in your own product language.
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🎯 Case study 3

Apply this unit's language to a realistic business scenario.

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📝 Homework

Reinforce today's lesson with the Workbook.

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