Use Storytelling to Inspire Commitment to a New Product Vision

Experts: Jim Hare, Clifton Gilley

Many tech providers communicate their product direction by talking about features, but it is the product’s purpose that inspires commitment and enthusiasm. Communications that focus only on the product roadmap and features will both miss an opportunity and fail to address the concerns of specific stakeholder groups, risking disengagement, confusion or disagreement.

Tech product managers who want to improve how they communicate their product vision and strategy when introducing their products should use facts and provable statements in an engaging format that:

• Builds interest (causing the audience to want to know more)
• Establishes context and relevance
• Conveys emotion
• Closes with a positive outcome

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