From Features to Feelings: How Product Managers Can Use Storytelling to Connect Emotionally with Customers

Looking for a way to spice up your presentations and connect with your audience on a deeper level? Storytelling might just be a tool you might need. It can help you communicate ideas more effectively, inspire action, and create a compelling narrative that resonates emotionally with your audience.

For me, learning about storytelling was a game-changer in my career. It helped me to communicate product vision and roadmap in a way that excited management and stakeholders. In a previous article, I talked briefly about the importance of inspiring and exciting your audience about your vision with the right images and stories. Play to people’s emotions, and frame the problem in a way that people care about. Now, I want to dive deeper and share a simple framework for Storytelling 101 and Storytelling 201.

Storytelling 101 is the foundation of any good story. It includes introducing the:

• main character (the protagonist who is the customer)
• antagonist (the people problem, challenge, or pain point)
• beginning, middle, and end of the story

Let's use the same example from previous article of launching a new transportation app. The main character is a commuter who's sick and tired of the daily grind of getting to and from work. The antagonist is the frustrating commute, whether it's dealing with traffic or putting up with public transportation delays. The beginning of the story sets the stage for the commuter's pain points, the middle introduces the solution (the transportation app), and the end highlights the positive outcomes and benefits of using the app.

Storytelling 201 takes things up a notch by building on the foundation of 101 and incorporating additional elements to create a more compelling and emotionally engaging story. This includes creating a more detailed and nuanced main character, developing a stronger antagonist, and using more vivid and descriptive language to create a sensory experience for your audience.

For example, in our transportation app story, we could make the main character a working mom of young kids who's constantly juggling family responsibilities with work. The antagonist isn't just the commute, but also the guilt and stress that comes with not being able to spend enough time with her family. By painting a more detailed and emotional picture of the main character's life, we can create a stronger connection with the audience and get them invested in the story.

Furthermore, we can incorporate a deeper purpose or mission for the product or service being offered, and create an even stronger emotional connection with the audience and inspire them to take action. In our transportation app story, we could make the app not just about solving commute problems, but also about building a community and connecting people. The app allows users to carpool with others in their area, which not only reduces traffic congestion and carbon emissions with an opportunity to meet new people and form meaningful connections. And above everything else, for every min that people don't drive, they got thousands of hours of time back for themselves!

Using the frameworks above, here's how the product pitches for the transportation app can look:

1. Without storytelling, only provide information about features and benefits: The transportation app is designed to provide commuters with a more efficient and convenient way to travel to and from work. The app allows users to search for nearby carpooling options or find available parking spots at their destination. It also provides real-time traffic updates and suggests alternative routes when there are traffic jams or accidents. The app is easy to use and can help users save time and money on their daily commute.
2. With Storytelling 101: Sarah, a working professional who struggles with the daily grind of commuting. One day, she discovers a transportation app that makes her commute easier and more efficient. Thanks to the app, Sarah is now able to start her day on a positive note and focus on the things that really matter to her.
3. With Storytelling 201: Sarah, a working professional and mom of two young children who faces the daunting challenge of balancing work with family responsibilities. But a transportation app changes everything. By allowing her to carpool with other parents in her area, the app not only reduces traffic congestion but also fosters a sense of community. Sarah can now spend more time with her family and make meaningful connections with like-minded individuals. The transportation app isn't just a solution to her commute problems; it's a way of life.

To summarize, focus on the emotional impact of your story, not just the facts and figures. People remember stories that make them feel something. Second, keep your audience in mind and tailor your story to their interests and needs. Storytelling can make a significant difference in the success of your presentations and pitches. What other elements do you find helpful with storytelling? Share you tips below!