I’m noticing what seems to be a proliferation of a phenomenon called use cases. These seem to constitute vignettes or scenarios in which sellers of products or services illustrate various applications of said products or services — having already elucidated the application of those products and services in excruciating detail in some manner of content or other.
Here’s an example of such an elucidation:
Our platform, MegaMondoWare, synergizes scalable architectures that enable robust capabilities to empower users to leverage scalable infrastructures that seamlessly integrate with distributed e-markets in the monetization of collaborative technologies that unleash customer-centric functionalities to deliver end-to-end solutions that transform the enterprise and automatically trigger holistic marketing initiatives.
And here’s a typical use case, comprising an actual vignette, as might be rendered by an illustrator:
Setting: Two goons sit in an office, facing a computer.
PANEL ONE
Goon #1: We need a way to synergizes scalable architectures that enable robust capabilities to empower users to leverage scalable infrastructures that seamlessly integrate with distributed e-markets in the monetization of collaborative technologies that unleash customer-centric functionalities to deliver end-to-end solutions that transform the enterprise and automatically trigger holistic marketing initiatives.
Goon #2: Are you sure we have to do all that one platform?
PANEL TWO
Goon #1: Yes. Anything less wouldn’t synergize scalable architectures that enable robust capabilities to empower users to leverage scalable infrastructures that seamlessly integrate with distributed e-markets in the monetization of collaborative technologies that unleash customer-centric functionalities to deliver end-to-end solutions that transform the enterprise and automatically trigger holistic marketing initiatives.
Goon #2: I got just the ticket.
MegaMondoWare synergizes scalable architectures that enable robust capabilities to empower users to leverage scalable infrastructures that seamlessly integrate with distributed e-markets in the monetization of collaborative technologies that unleash customer-centric functionalities to deliver end-to-end solutions that transform the enterprise and automatically trigger holistic marketing initiatives.
The first thing you notice, of course, is that — if you weren’t already aware — MegaMondoWare synergizes scalable architectures that enable robust capabilities to empower users to leverage scalable infrastructures that seamlessly integrate with distributed e-markets in the monetization of collaborative technologies that unleash customer-centric functionalities to deliver end-to-end solutions that transform the enterprise and automatically trigger holistic marketing initiatives.
The second thing you notice is that all of that was much clearer after the presentation of the use case than it had been before.
This is called demonstrable use case knowledge (DUCK). And that’s why it’s so important to get your DUCKs in a row.