“Humans are not ideally set up to understand logic; they are ideally set up to understand stories.”
— Roger C. Schank, cognitive scientist
As Roger rightly said, we humans are ideally set up to understand stories.
Storytelling is a vital and often overlooked part of a product manager. It is a worthy skill to inspire customers, motivate the team, and get support from the management team.
Storytelling is a great way to communicate with your audience since stories reach us on an emotional level. Stories are easy to remember compared to the facts and other statistics. We have to tell the story right. Many people are using different techniques
But I would like to prefer to use Simon Sinek’s Golden Circle approach.
Image Source: https://simonsinek.com/commit/the-golden-circle
Start with Why?
As Sinek puts it: “People don’t buy what you do, they buy why you do it.”
Your ‘why’ is what sets you apart from other businesses with similar products, helping customers choose you in the first place and then stay loyal to you. Every good product has a North Star, the trick is translating it in a way that makes sense to your customers.
Give them How?
Once you’ve made people care about your story, it’s time to talk about how you’re pursuing that goal. Give the customer your unique value proposition.
For example, I am sharing a personal experience with one of the products I used which is Canva. The unique value proposition of Canva is that everyone can design in an online tool. I am not a UX expert, but I can make a social media post or design within minutes and post it all in one place without leaving Canva. In simple words, anyone can design without a big learning curve and the job is getting done in minutes. It helps the end-user as well as the product. If you wanted to know more, you can read their story from here.
Finish with the What?
Talking about your product should be the last thing. Now that you have caught them in the story, you can finish strong and blow their minds with your product’s features and specs. They won’t understand how they’ve lived without it.