If you want to be known to future generations, be prepared to have blood on your hands, or ink. -Anonymous.

Stories and storytellers have always captured the imagination of mankind since the start of coherent thought. Ever since inherited oligarchies gave way to democracies, the ability to tell powerful stories have translated into power.  From “I have a dream…” to “Yes we can!”, history remembers charismatic leaders who have been able to enthrall their followers through the power of storytelling.

Product Managers need to master the art of telling stories if they are to be successful. Their stories have the potential to turn an idea into reality, a spark into success, Clark Kent to Superman!

Once your product is launched, your story will take a life of its own. You will have even less control on how the story evolves and is narrated from one customer to the other. So it is important that you craft it well during its infancy. This way when it takes a life of its own, it will still stick to its core principles you set when it was just a concept in your mind.

Like every good story, your product story needs a Villain (the problem), a Hero (the product that is going to solve the problem) and a Dude/Damsel in distress (your customer who is plagued by the problem, but will eventually be rescued by the Hero).

The analogy stretches itself thin if  you expect sudden plot twists or suspense filled chapters in a product story.  The story of your product needs to be simpler than the average page turner.

So what are the components of a good product story?  Here is a handy list of 5 key characteristics.

1. Simple: Remember, the first group you tell the story to will not be the last to hear it. You may not be the only person telling the story either. The story needs to lend itself to being told by others- by one funding committee member to another who missed the meeting because of his daughter’s soccer game; by the project manager as she is on boarding a new team member and so on.
2. Unique: This one is easy. If your story is not unique, why should they listen to yours? Why not your competitors?
3. Memorable:When she was three, my daughter used to come from preschool and tell me the best joke she’s ever heard. The problem was that she wouldn’t remember half of it and would break down into a fit of giggles before she completed the first sentence. That worked for me, because her giggling fit was adorable, but the people who listen to your story should be able to tell it to others without resorting to relying on their cuteness for effectiveness.
4. Communicate value clearly: Unlike all other stories told for pure entertainment value, a product story should clearly explain what is the value that your product provides.
5. Test drive your story: Narrate your story to friends, other product managers and your immediate boss, identify what works well and what doesn’t. There are a number of times where I have discovered gaps in my story as I started to narrate them to others. Sometimes it is the listener trying to connect with something they already know -“Is this like that other project we did last year?” or they may come up with something that adds to your story – maybe a catchy phrase –  “Oh! do you mean this to be the Uber of xyz?”.

Once you prepared your story, and have ironed out the kinks in its narration, shout it from the rooftops, sing it on the meadows, passionately narrate it in conference rooms! Channel your inner storyteller!