Still Think Storytelling is Just for Marketers? Think again…again! (Part II)
Previously, on ProductHub Blog…
In the last post, we covered the many ways and situations in which storytelling can be useful to you as a product manager, both inside and outside of your company. We also described the importance of carefully identifying your ‘big idea’ as well as your characters. After you’ve chosen your characters, it’s time to define the story arc itself.
Writing Your Story – The Story Arc
Compelling stories generally have three components or ‘chapters’:
- Today – The current state, and what is wrong with it.
- The Struggle – The (difficult) transition between the status quo and the better future.
- Tomorrow – The future state; a better world.
This sequence has been used in countless movies (Star Wars, anyone?), books, TV shows, and even classic tales like Beauty and The Beast.
And though you will tell the story in the above order, it is often best to write it in reverse; as Stephen Covey tells us, “begin with the end in mind.” Start writing the story by defining the future state you envision. What problems has your hero solved (and how have you helped them to do so)? Now work backwards, defining the struggle or transition that they must undergo to move from today’s state to the desired future. The transition is an important element of this structure because it makes the future state gratifying once your hero reaches it. If it is too easily achieved, the story is uninteresting. As Theodore Roosevelt said, “Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty…”
Three example “chapters” could therefore be (writing them in the reverse order of how you wouldl tell them):
Chapter 3 – The future vision after the company creates this new product. Revenues are up, the company is gaining market share and employees are happy.
Chapter 2 – The struggle: But it won’t be easy. The company has never attempted this type of product before and there are many unknowns. We might fail. It will require everyone to pitch in, work hard and commit to the outcome.
Chapter 1 – Today: Things are okay, but not great. Revenue growth is stagnant, employees are bored, and competitors are eroding the company’s market share.
This is a purely fictitious example, but you can see how it is often easier to write the story arc when you start by defining the future state and working back to the present.
Making It Compelling
As we discussed last time, the key to a compelling, memorable story is not just that it follows this structure, but that it utilizes empathy so that it resonates with the audience. Go back to the values and goals that you mapped out for your hero in Part I of this article series and ensure that the present state and future vision that you articulate in your ‘Chapter 1’ and ‘Chapter 3’ reflect these values and goals. Put yourself in your audience’s shoes; ensure that they will sigh in solemn agreement with you when you describe the present state, and that they will excitedly nod their head and smile when you describe the future one. In the case of more than one audience member or persona, you may have to strike several chords at once to ensure that your story will be meaningful to everybody. It is crucial that it is.
This may seem like a lot of work to prepare for a presentation or pitch, but it’s worth it. It is critical to imagine how you want each type of person in your audience to feel when they leave the meeting, identify what elements will make them feel that way, and weave them into your story. Remember that humans are very good at remembering events and narratives – but only if there is a personal connection to the event or story that makes it relevant to the individual. As the storyteller, you must make that connection!
That’s a wrap!
We’ve covered a lot about storytelling in two short articles. Reading these posts will not turn you into a master storyteller. Instead, growing your skill requires that you invest time and effort, particularly in two areas: observing the work of great storytellers and deconstructing their choices, and practicing the technique yourself. With practice, this is a skill that you can master and use naturally in your work.
For further reading, check out the following resources:
- BPMA Mentorship Breakfast video on storytelling from 2020.
- Storytelling for Effective Product Life-Cycle Management from the Pragmatic Institute.
Adam Shulman is a Product Manager with extensive experience in software/hardware systems and a passion for music and audio technology. He currently leads the Installed Systems business at Bose Professional and has been a member of the BPMA since 2016.
