I remember best by stories, so since today is Story Tuesday, I’ll tell a little story about David Armano’s new Ed experience diamond and what little Eddie is like as a pre-engineer on the hot beach.

Once there was a little boy named Eddie. Eddie was a curious, fingers-in-everything, seven-year-old boy with blond unkempt hair and usually bare feet.

Stimulate the Senses – Hot on the Toes, Charred Hamburger
He had bare feet. He was on the beach on an early Sunday morning with his Mom and younger brother and sister. But he was far away from them all playing on the hot, hot sand by the water. It was already hot enough on the sand that he could only comfortably walk by the water’s edge. On the hot sand, he had had to run on his tiptoes to not burn his feet. His Mom let him play on the shore by himself because he was the oldest. He had tiptoe-hopped off across the hot sand away from his brother and sister because he wanted to bring them something fun to play with. As he was hopping away on his toes and fast, he smelled the charring of the hamburgers from the concession stand and he thought he could almost smell the hot, wilting strawberries through the tupperware that his Mom had brought and had left lying on top of the sun-drenched cotton blanket.

Design for People – For His Brother and Sister
Eddie walked on the shore and saw the shells and smooth rocks. He stopped suddenly seeing two similar-sized flat, white shells. He looked very carefully to find any other white shells of the same size. And he did – he saw two others. He knew what he wanted to make. He stuck the four shells into the ground all parallel, two in front, two in back, and then he looked around carefully. He found what he was looking for. A dead horseshoe crab, or what was left. He set it on top of the other shells, and it looked like a car. Like a car!

Share Meaningful Stories – Horseshoe Crabs and Strawberries?
He picked all the pieces up, and ran toe after toe, hopping over the increasingly hot sand. Straight to their beach blanket. Then he said to his three-year-old sister and four-year-old brother, “Want to see what I got you!?” Yes, they both said. So he built it again – the four shells in the ground, and the fat, somewhat-chipped horseshoe crab on top. And he started telling his brother and sister stories. How the horseshoe crab was the king crab and that’s why the other shells carried him in such a royal way. How the car had traveled all over the beach, stopping at their blanket because not-living horseshoes like the smell of strawberries in tupperware. And other stories.

Built to Last – Building a Stronger Horseshoe Crab Car
Just before noon, Mom said that they were going home for a picnic in the backyard because she told Eddie that she didn’t want his brother and sister to burn. Eddie of course asked if he could take the horseshoe crab car. His Mom hesitated but then said, “Sure, as long as you keep it in the backyard.” That was fine for Eddie. Because he already knew that these four shells and horseshoe crab were just the model for some more elaborate, more interesting, maybe also horseshoe-crab-based car that he would have to make once he got home – a car that maybe rolled and looked ominous for his brother and sister and that probably liked sun-warmed strawberries in tupperware that he could tell stories about.


  1. Posted Tuesday February 20, 2007 at 10:44 am | Permalink

    I am so linking to this.

  2. Posted Tuesday February 27, 2007 at 10:04 pm | Permalink

    Great story, Senia! I think we all remember best by stories because they allow us to make an emotional investment that connects us as people with the experience of the narrative.

    And this is a great example of turning an abstract idea into something we can understand more clearly. Thanks!

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  1. […] I remember best by stories, so since today is Story Tuesday, I’ll tell a little story about David Armano’s new Ed experience diamond and what little Eddie is like as a pre-engineer on the hot beach. […]

  2. By Marketing & Strategy Innovation Blog on Thursday February 22, 2007 at 6:48 am

    Meet Ed: Experience Diamond

    By: David ArmanoUpdate: Check out this story about a little boy named "Eddie".  Delightful.Time to put some principles from Made to Stick into practice.  Last year, I posted a visual of The Holy Trinity of Experience Design.  I…