To innovate within an existing product and replicate its success across different features (or new products), we can draw inspiration from storytelling and from the way directors have created successful sequels.

In his TED talk, Andrew Stanton shared a few clues to great storytelling (by telling us that storytelling is like a joke!) and slowly that you can apply to your next creative work.

How to use storytelling to understand the good and bad points of existing experiences: not only to design new products but also to inform your design decisions and find opportunities for the existing ones.