To truly change a brand's narrative, marketing's 'talking the talk' is insufficient. The product experience itself must embody the desired story. This 'walking the walk' through the product is the most powerful way to shape core brand perception and make the narrative shareable.

Go beyond static prototypes by using text-to-video tools like Flow or Sora to create promotional clips. This final step allows stakeholders to visualize the product in a real-world context and emotionally connect with the user experience, making your pitch significantly more persuasive.

Inspired by the "Mad Men" 'It's Toasted' pitch, Norwegian Wool markets its production processes, like letting fabric rest for a month. These details, often taken for granted internally, become powerful narrative tools that convey quality, craftsmanship, and a compelling story to customers.

The CEO of Unbound Merino found that his most polished, creative ads often underperformed. Conversely, ads he felt were cheesy or made him uncomfortable—specifically, founder-led videos—were highly effective, showing that authenticity can trump production value.

Instead of claiming to save "billions of hours," financial software company Ramp illustrates its value by showing how a single $5 cup of coffee actually costs 13 minutes in administrative waste. Starting with a small, relatable scenario makes a large, abstract benefit feel concrete and significant, as it's easier to make something small feel big than the other way around.

Resist the instinct to explain what a feature is and does. Instead, first explain *why* it was built—the specific business problem it solves and why that's relevant to the prospect. This framing turns a feature walkthrough into a personalized 'test drive'.

Go beyond features (what it is) and benefits (what it does) by focusing on 'dimensionalized benefits': how the customer's life tangibly changes after experiencing the benefit. This is the ultimate outcome people are buying, and it should be the core of your marketing message.

Abstract jargon like 'real-time visibility' is meaningless to buyers. To make messaging punchy, translate these abstractions into concrete language that describes the buyer's actual experience, like changing 'high performance' to 'V8 engine.'

To make the product's value tangible, a sales leader embedded a screenshot of a risk notification from Gong's platform directly into his email. This visual proof instantly communicates the problem and solution more powerfully than text alone, making the abstract concrete for the prospect.