3 Storytelling Techniques Every Product Manager Should Know
Learn the storytelling secrets that win buy-in and motivate action
About the guest author: Ryan Cantwell is a Principal Consultant and Trainer at Productside and the co-host of The Product Porch podcast, where he breaks down product management in a fun, relatable way. Specializing in navigating complex portfolios that blend hardware, software, and services, Ryan helps product managers discover their potential through data-driven insights and storytelling. Certified by the AIPMM and holding an MBA from Kent State University, Ryan is dedicated to making product management accessible and impactful, one client engagement, podcast episode, and blog post at a time.
I was sweating under the conference room lights, a dozen eyes on me. After weeks of building forecasts and calculating ROI, I thought my business case was rock-solid.
Then they said “No.”
My business case was dead. Returning to my seat, my colleague strolled up to the front of the room.
I watched in disbelief as she delivered her business case presentation — there were minimal numbers, mostly pictures and analogies. She introduced characters, talked about their challenges, and somehow, with each one pulled her business case into the story.
The leadership team was like putty in her hands. Her presentation won the room over.
How could this be? It was like she had a superpower (Check out how you can find your PM Superpower by listening to this episode of The Product Porch). How could a presentation with barely a data point crush my fortress of analysis?
If I’d known then what I’m about to share with you, I could have changed that ‘No’ into a resounding ‘Yes.’
The best data doesn’t always win. The best story does.
Data vs. Story
Since that moment, I’ve been on a mission to unlock the secrets of storytelling. Why? Because, good storytelling moves people. Data? That’s just the supporting act.
As product managers, we must focus on the ‘who’ and ‘why,’ not just the ‘what’ and ‘how. Stories help us do this. They’re our secret weapon for making products relatable and memorable. And that’s what helps us win hearts—and minds.
I have found three techniques creatives use that we can learn from: The Story Spine, Hero’s Journey, and Promise, Progress, Payoff. For product managers these become our storytelling toolbox to sell our ideas and motivate others into action.
Storytelling Frameworks
1. The Story Spine
The Story Spine is great for painting a picture of your user’s journey. It helps you show the ‘who,’ the ‘why,’ and how your product helps.
Here’s how it works:
Once upon a time… (Introduce the listener to your character by describing normal day for them)
Every day… (Add context by providing a setting and an introduction to the problem they face)
Until one day… (The change that disrupts the status quo, which is where your product enters the picture)
Because of that… (How your product helps them — speak in terms of benefits not features!)
Ever since then… (Describe how their status quo has changed for the better)
Let’s bring this to life. Imagine a product manager named Clara, drowning in spreadsheets as she tries to build a forecast for her business case. Every day, she’d waste hours pulling together reports, struggling to get the insights she needed. Until one day, she discovered the Analyzer3000, which automated her data-gathering process. Now, with a few clicks, Clara gets real-time insights to validate her assumptions for a more accurate forecast. She is more productive, reclaiming hours of preparation, and is more confident when she presents her business case to leadership.
2. The Hero’s Journey
What do Luke Skywalker, Harry Potter, and Spiderman have in common? They've all been on a hero's journey. At its core, the hero's journey is about transformation. An ordinary person faces a challenge and emerges stronger at the end.
Here's how you can use the Hero’s Journey for your product story:
The Call to Adventure: Identify the problem that disrupts your users routine.
The Trials: Show the obstacles they face trying to solve this problem on their own.
The Magic Sword: Introduce your product as the tool to help them succeed.
The Return: Describe the positive change they experience and the ‘power’ they gain.
In product terms, your user is the hero — not your product, not its features. They face challenges, like a messy workflow. They need a way out, and that’s where your product comes in. It’s their ‘magic sword’ to help them succeed.
3. Promise, Progress, Payoff
Promise, Progress, Payoff is all about showing clear value. It helps you focus on the outcomes that matter to users.
This is the structure to follow:
Promise: Make a bold statement that addresses a user’s problem (HINT: Focus on Outcomes — Results and impact only)
Progress: Show how your product solves the problem, breaking down the user’s steps and how individual features of your product address each one.
Payoff: Highlight the ultimate benefit or result users can expect to receive.
For example, imagine your product is a roadmapping application for product managers. Your promise might be, ‘With our application, you’ll finally align stakeholders around your product strategy.’ Next, you show the progress: ‘Our application integrates voice-of-the-customer research, cross-product dependencies, and distributes your roadmap with the click of a button.’ Finally, the payoff: ‘With our application, you can expect to spend 20% less time building your roadmap, giving more time to focus delivering value.’
Storytelling in Action
Storytelling isn’t just for big presentations. You can use it in any conversation — with a developer, your team, or marketing.
Here’s a few quick tips to help you craft your stories:
Start with a user problem, not your product or feature.
Weave in emotion. Create a conflict that shows how your product makes a difference in their lives.
Use one of the frameworks we discussed — Story Spine, Hero’s Journey, or Promise, Progress, Payoff — to structure your story and keep it engaging.
Looking for reliable advice to accelerate your product management career? Join me on The Product Porch podcast where we help you, our listener, overcome the challenges you face every day. Each episode, we break down common issues, share tips, and help you grow your product skills. Whether you’re new or experienced, there’s a seat waiting for you on the porch.
Why join us on The Product Porch? We aren’t talking to the Silicon Valley ‘regulars’ other podcasts focus on. We are interested in everyone else, struggling to make a career in product management. Whether your products are hardware, software, or services, we can’t wait to find ways to make product concepts fun and relatable, allowing you to grow in your role.
See you there! Visit us at www.theproductporch.com
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