Product Evangelizing and Storytelling

Stories are an incredibly powerful tool for convincing others to collaborate with us, especially when it comes to solving problems as a group. Consequently, the ability to conceive and tell a coherent and relevant story is essential for product people. Giving more space to this ability may feel strange at first. After all, we have been able to tell stories since we were young, but we often have not used this ability or even let it atrophy. We are so accustomed to our professional corporate speak that many people find it difficult to send a clear, unambiguous message. Nevertheless, we know about the power that a well-told story can have. Think of the examples of Nike, BMW, and Apple. Or simply the moments when we have let ourselves be carried away by colleagues or superiors. Conceiving and writing a story is a lot of work, but if done correctly, the same story can be used months or even years later.