How Product Managers can master the art of storytelling?

Rohit Verma
4 min readFeb 14


A good product story should have three characteristics: it should appeal to both rational and emotional aspects of the audience, it should simplify complex ideas, and it should focus on the underlying problem that the product is solving.

The reason for creating a product, or the “why,” should be the primary focus of product development. Once this is established, the team can focus on the details of how the product works. It is important to keep in mind that the audience may not have the same context or knowledge about the product, so the “why” should be explained before diving into the “what.” This product story should also be used to convince internal stakeholders, the leadership team, and customers. It should be the driving force behind all decision-making and planning.

The product story encompasses all aspects of the product, including its design, features, and customer feedback. It is the overall impression that people have of the product, based on what they see and experience.

The product story is not just a tool for selling the product, but also for defining and understanding it, as well as the customer’s needs. It can be used to attract new investors, employees, partners, and media attention, and ultimately to convince customers to purchase the product.

How PMs can write a compelling product story?

To quickly start crafting a product story, you can use the following template and fill in the blanks:

We want to [state the goal or vision of the product]

In order to [describe the problem or need that the product will solve]

Because if we don’t [explain the consequences of not addressing the problem]

After writing your product story, you should ensure that it effectively conveys your message and persuades the audience. To do this, your story should include elements that answer the following questions:

  • Have you described a desirable future that the audience can envision?
  • Is it clear why the audience should be a part of this future?
  • Does the story acknowledge the current situation and the potential challenges that may arise, but also explain why it is worth overcoming them?
  • Does the story suggest a shared goal and provide enough detail about the next steps?

When telling your product story, you should speak from the heart and connect with your audience on an emotional level. This can help the audience remember and relate to the story, making them more likely to retell it and share it with others.

Suppose you’re a Product Manager at a fintech company, and your team is developing a new investment platform. To sell the idea to investors and team members, you need to craft a compelling story around it. Here are some steps you can follow:

  1. Identify the main characters: In this case, the main characters are the investors, the team members, and the users.
  2. Set the scene: Describe the context in which the product was developed, such as market trends, user needs, and the problem the product solves.
  3. Establish the conflict: Explain the challenges faced by users and how the current investment options fail to address them. This creates the conflict that your product will solve.
  4. Introduce the solution: Explain how your product is the solution to the problem, using examples and data to support your claims.
  5. Describe the journey: Explain how your team developed the product, highlighting the challenges and victories along the way.
  6. Paint the vision: Describe the future in which your product will be used and how it will change the lives of users and investors. Use powerful language to create an emotional connection with your audience.

For example, you could say:

“Imagine a future where anyone, regardless of their financial background, can invest in the stock market with confidence and ease. Our investment platform empowers users to make informed decisions, access a diverse range of investments, and track their progress in real-time. Our team has worked tirelessly to develop this product, overcoming technical and regulatory hurdles along the way. We believe that this platform has the potential to transform the investment landscape and create a more equitable financial system for all.”

By following these steps, you can create a narrative that resonates with your audience and inspires them to believe in your product’s potential.

The ultimate goal of storytelling is to inspire action and make your vision a reality, and this can be achieved when others adopt and share your story as their own.

Thanks for reading! If you’ve got ideas to contribute to this conversation please comment. If you like what you read and want to see more, clap me some love! Follow me here, or connect with me on LinkedIn or Twitter.

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Rohit Verma

Senior Product Manager @AngelOne, ex-@Flipkart, @Cleartrip @IIM Bangalore. Interests: Product, Technology, Strategy, Startups, Fintech & E-commerce!