{"id":6231,"date":"2017-04-15T09:00:45","date_gmt":"2017-04-15T08:00:45","guid":{"rendered":"http:\/\/insideintercom.io\/?p=6231"},"modified":"2020-07-30T12:58:00","modified_gmt":"2020-07-30T11:58:00","slug":"whats-the-story-with-your-product","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/","title":{"rendered":"What\u2019s the story with your product?"},"content":{"rendered":"

The difference between writing a joke and writing a story is the same as the difference between creating a product and creating a category. One simply fits into an existing world, the other has to create it.<\/p>\n

If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Similarly, a joke needs to fit into the context that already exists for the audience, otherwise they won\u2019t get it. It\u2019s the difference between telling a joke about VCs to a Silicon Valley audience and telling it at a kid\u2019s birthday party. Your first step on this journey should be to master product storytelling.<\/p>\n

Jokes and products require a pre-existing narrative, whereas stories and categories need to create a world in which they then make sense in. \u201cStories punch holes in our mental walls\u201d<\/a>, whereas jokes just add another brick onto that wall, maybe in a way you didn\u2019t expect.<\/p>\n

4 steps to master your product storytelling<\/h2>\n

The wrong way to tell your product’s story<\/h3>\n

A product can be ruined by bad or incomplete storytelling. An example of not telling a story well is a feature-driven marketing page. Tables like the one above show you a bunch of features, but the customer has to know what features are important to them. They have to bring their own narrative to the table.
\n
\nA matrix like this makes it hard for a customer to understand what to do with your product, how to use it, why it\u2019s so great. It\u2019s like describing a movie by separately introducing each character<\/a>. These pages are showing you dots. At the end of the page, you\u2019re left wondering how to connect them. That’s where tools like tension and empathy \u2013 and actually showing your product \u2013 come in, tools our product marketing team uses on comparative marketing pages like this one<\/a>.<\/p>\n

When your product’s story requires too much explaining<\/h3>\n

Having to tell too much of a story isn\u2019t great either. You could tell a joke about VCs in Birmingham, Alabama, but first you\u2019d have to explain what VCs are, their reputation, maybe a few stories that help people understand the culture. That\u2019s not funny. Similarly, if you need to explain your product and what it does, how it fits into a specific category and why it solves all your problems, it\u2019s going to be hard to get people to adopt it. If you have to explain it too much, it\u2019s not good and it\u2019s not funny.<\/p>\n

When your product’s story is simple<\/h3>\n

A good one-liner joke correlates to a piece of software that\u2019s not changing the world but is really good at one thing. Think of Droplr or Whatsapp or Yo (or remember Hodor<\/a>?). The limitation of course is the product must appeal to the lowest common denominator. But, it doesn\u2019t need to live in a separate world, it doesn\u2019t need explanation. Everything you need to know about the world is contained in that one-liner. That\u2019s pretty appealing if you can nail it.<\/p>\n

The temptation of easy laughs<\/h3>\n

It\u2019s always tempting to go for a quick win or laugh, just like it’s easier to create a product in a pre-existing category. I\u2019m not saying it\u2019s easy to create a good one, but at least all the typical features and customer needs are mapped out.<\/p>\n

If you\u2019re creating a new email client, you know you need an inbox, outgoing mail, a contact list, etc. It\u2019s like telling a joke about Ikea furniture being hard to assemble<\/a>. It\u2019s been done before and people have already identified what is funny about the topic. You\u2019ll probably get a laugh, but you\u2019re not going to be remembered for it.<\/p>\n

It\u2019s not easy if you want to create a product that takes things from 0 to 1<\/a>, something that creates a new category. You don\u2019t have a handy list of competitors or examples of people doing the same thing. You can\u2019t tell investors what category you fit into \u2013 you haven\u2019t invented it yet. You better be a good storyteller. The goal is to create a story where people pick your product as the no brainer solution and ultimately adopt your way as habit<\/a>.<\/p>\n

If you are truly ambitious, stop telling jokes about long waits at the DMV and creating expense tracking software. Strive to tell a story or create a category no one has ever heard of before.<\/p>\n","protected":false},"excerpt":{"rendered":"

The difference between writing a joke and writing a story is the same as the difference between creating a product and creating a category. One simply fits into an existing world, the other has to create…<\/p>\n","protected":false},"author":89,"featured_media":12452,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[175,189,62,151],"coauthors":[357],"class_list":["post-6231","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-business","tag-innovation","tag-product-management","tag-startups-2"],"yoast_head":"\nHow To Master Product Storytelling - Intercom<\/title>\n<meta name=\"description\" content=\"If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Mastering your product storytelling skills should be your first stop.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What\u2019s the story with your product?\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Mastering your product storytelling skills should be your first stop.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2017-04-15T08:00:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-30T11:58:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1248\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sabrina Gordon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Sabrinargordon\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sabrina Gordon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/\"},\"author\":{\"name\":\"Sabrina Gordon\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/8d4879169d9330cc38ea760530613e13\"},\"headline\":\"What\u2019s the story with your product?\",\"datePublished\":\"2017-04-15T08:00:45+00:00\",\"dateModified\":\"2020-07-30T11:58:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/\"},\"wordCount\":769,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/04\\\/Whats_The_Story_With_Your_Product_Related.jpg\",\"keywords\":[\"business\",\"innovation\",\"product management\",\"startups\"],\"articleSection\":[\"Product & Design\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/\",\"name\":\"How To Master Product Storytelling - Intercom\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/04\\\/Whats_The_Story_With_Your_Product_Related.jpg\",\"datePublished\":\"2017-04-15T08:00:45+00:00\",\"dateModified\":\"2020-07-30T11:58:00+00:00\",\"description\":\"If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Mastering your product storytelling skills should be your first stop.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/whats-the-story-with-your-product\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/04\\\/Whats_The_Story_With_Your_Product_Related.jpg\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/04\\\/Whats_The_Story_With_Your_Product_Related.jpg\",\"width\":1248,\"height\":591},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"name\":\"The Intercom Blog\",\"description\":\"Articles and Podcasts on Customer Service, AI and Automation, Product, and more\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\",\"name\":\"The Intercom Blog\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"width\":1000,\"height\":1000,\"caption\":\"The Intercom Blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/intercominc\",\"https:\\\/\\\/x.com\\\/intercom\",\"https:\\\/\\\/www.instagram.com\\\/intercom\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/2491343\",\"https:\\\/\\\/www.pinterest.ie\\\/intercom\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCJG0MvLP03kyzzAkD-w98aQ\",\"https:\\\/\\\/en.wikipedia.org\\\/wiki\\\/Intercom_(company)\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/8d4879169d9330cc38ea760530613e13\",\"name\":\"Sabrina Gordon\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f5b7a49308a5416cfa4b765aa5b20e8d8f52c6e1af5f6d0d9e778c86ad94db9a?s=96&d=mm&r=pg5df542fb8d65a4ab6ed31b30acc31f10\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f5b7a49308a5416cfa4b765aa5b20e8d8f52c6e1af5f6d0d9e778c86ad94db9a?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f5b7a49308a5416cfa4b765aa5b20e8d8f52c6e1af5f6d0d9e778c86ad94db9a?s=96&d=mm&r=pg\",\"caption\":\"Sabrina Gordon\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/sabrinargordon\\\/\",\"https:\\\/\\\/x.com\\\/Sabrinargordon\"],\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/author\\\/sabrinargordon\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How To Master Product Storytelling - Intercom","description":"If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Mastering your product storytelling skills should be your first stop.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/","og_locale":"en_US","og_type":"article","og_title":"What\u2019s the story with your product?","og_description":"If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Mastering your product storytelling skills should be your first stop.","og_url":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/","og_site_name":"The Intercom Blog","article_publisher":"https:\/\/www.facebook.com\/intercominc","article_published_time":"2017-04-15T08:00:45+00:00","article_modified_time":"2020-07-30T11:58:00+00:00","og_image":[{"width":1248,"height":591,"url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg","type":"image\/jpeg"}],"author":"Sabrina Gordon","twitter_card":"summary_large_image","twitter_creator":"@Sabrinargordon","twitter_site":"@intercom","twitter_misc":{"Written by":"Sabrina Gordon","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/#article","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/"},"author":{"name":"Sabrina Gordon","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/8d4879169d9330cc38ea760530613e13"},"headline":"What\u2019s the story with your product?","datePublished":"2017-04-15T08:00:45+00:00","dateModified":"2020-07-30T11:58:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/"},"wordCount":769,"publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg","keywords":["business","innovation","product management","startups"],"articleSection":["Product & Design"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/","url":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/","name":"How To Master Product Storytelling - Intercom","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/#primaryimage"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg","datePublished":"2017-04-15T08:00:45+00:00","dateModified":"2020-07-30T11:58:00+00:00","description":"If you\u2019re not going to create a whole new world, your product needs to fit into an established category. Mastering your product storytelling skills should be your first stop.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/whats-the-story-with-your-product\/#primaryimage","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg","width":1248,"height":591},{"@type":"WebSite","@id":"https:\/\/www.intercom.com\/blog\/#website","url":"https:\/\/www.intercom.com\/blog\/","name":"The Intercom Blog","description":"Articles and Podcasts on Customer Service, AI and Automation, Product, and more","publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intercom.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intercom.com\/blog\/#organization","name":"The Intercom Blog","url":"https:\/\/www.intercom.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","width":1000,"height":1000,"caption":"The Intercom Blog"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/intercominc","https:\/\/x.com\/intercom","https:\/\/www.instagram.com\/intercom\/","https:\/\/www.linkedin.com\/company\/2491343","https:\/\/www.pinterest.ie\/intercom\/","https:\/\/www.youtube.com\/channel\/UCJG0MvLP03kyzzAkD-w98aQ","https:\/\/en.wikipedia.org\/wiki\/Intercom_(company)"]},{"@type":"Person","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/8d4879169d9330cc38ea760530613e13","name":"Sabrina Gordon","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/f5b7a49308a5416cfa4b765aa5b20e8d8f52c6e1af5f6d0d9e778c86ad94db9a?s=96&d=mm&r=pg5df542fb8d65a4ab6ed31b30acc31f10","url":"https:\/\/secure.gravatar.com\/avatar\/f5b7a49308a5416cfa4b765aa5b20e8d8f52c6e1af5f6d0d9e778c86ad94db9a?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f5b7a49308a5416cfa4b765aa5b20e8d8f52c6e1af5f6d0d9e778c86ad94db9a?s=96&d=mm&r=pg","caption":"Sabrina Gordon"},"sameAs":["https:\/\/www.linkedin.com\/in\/sabrinargordon\/","https:\/\/x.com\/Sabrinargordon"],"url":"https:\/\/www.intercom.com\/blog\/author\/sabrinargordon\/"}]}},"jetpack_featured_media_url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Whats_The_Story_With_Your_Product_Related.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/6231","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/users\/89"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/comments?post=6231"}],"version-history":[{"count":0,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/6231\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media\/12452"}],"wp:attachment":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media?parent=6231"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/category?post=6231"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/tags?post=6231"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/coauthors?post=6231"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}