The Art of Storytelling as a PM by Stina Pagliero

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The Art of Storytelling in Product Development

Hello there! I'm Stina, the lead PM at Labster, a General Assembly PM instructor, and a seasoned professional in the product development sector with over a decade of experience. I've refined my skills in the edutech and fintech industries, B2B and B2C SaaS, and numerous hypergrowth start-ups in various countries. Currently, I'm located in Copenhagen, working with Labster, an edutech company fostering the next generation of scientists with our 3D virtual science experiences and lab simulations. Today, let's talk about the art of storytelling in product development.

Why Stories Matter in Products

"A good story is always made up of key parts - characters navigating a setting and solving a problem, leading to an ending."

Just like stories, customer journeys in a product - our conventional funnel - demand optimization, involving numerous stakeholders like engineers and designers. Product experiences have their unique tales to tell, influenced by a myriad of internal and external factors, such as discussions to enter new markets or decisions stemming from employee attrition.

The core concept to grasp is that the experience a product creates is a story. You don't need an epic to spark the inception of a story; a single detail or an idea can illuminate the path towards creating a narrative.

The Connection Between Storytelling and Product Development

Not every story appeals to the masses, and neither does every product. Some stories are private, shared between close friends, and some products solve niche problems. Invariably, effective story crafting within products hinges heavily on building empathy, staying curious, and advocating responsibility.

"...the best way to tell a story is actually to listen."

Active listening and truly being present allows us to truly comprehend what is being expressed or experienced - and jotting down these findings embodies them, lending them tangibility. We need to create secure spaces for innovation - for ideas to flow without the pressure of perfection. Sometimes, brilliance strikes in the seemingly insignificant details and changes we note down.

Key Takeaways and Exercises

  1. Create slides as if you're presenting your products to a board six months from now.
  2. Write a press release about your products a few years from now.
  3. Practice active listening in your next meeting or interview.
  4. Jot down your ideas in a notebook as they occur.

Remember, each product we develop encapsulates numerous stories. We, as part of the tech industry, bear the responsibility of ensuring that the right stories for the right people are told. So, let's create some memorable and impactful narratives - in work and life. Let the art of storytelling guide our product development journeys.

If you have any queries or require additional resources, feel free to get in touch. Here's to creating unforgettable stories with everyone in your work or life. Thank you for reading!


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