Storytelling is key to product management. There is a way in which the story is communicated. First, we tell the why, then we tell the how then we tell what happened as a part of that. This is called the concept of the golden circle, introduced by Simon Sinek. Most good leaders communicate in the same way and they communicate from the inside out. By beginning with the underlying purpose or motivation behind your actions, you tap into your audience’s emotional core, engaging them on a deeper level.

For example, the President of Ukraine has inspired the people of Ukraine to fight for their freedom with the Russian army. He used the same concept. He communicated from the inside out. You start with the why. You talk about why you do what you do. Then move to how you want to do it. Then move to what you want to what you want to do about it. 

More often than not, the reverse happens. Failures in communication can have significant repercussions. There is a classic example from 2001 when a company called Creative built a great product but they did not communicate it properly. The company name is creative. They built a 5 GB MP3 player much before Apple’s iPod. But the way they communicated the value and marketed it was we have a 5 GB MP3 player. Apple’s marketing campaign emphasized the transformative experience of having “1000 songs in your pocket”. This influenced the buying behavior of customers to a huge extent. When you start with why, it directly communicates to the part of the brain that controls your decision-making. So you always start with why. 

These examples prove that effective storytelling begins with addressing the “why”. This helps you engage your audience on a deeper level, influencing their decision-making process and driving product success. Whether you’re a product manager, a team leader, or a world leader, mastering the art of storytelling can be a powerful tool for success.