Omer Shai observes that many marketers get lost in emotional or abstract storytelling and forget why customers engage in the first place: the product. He advocates for a product-centric narrative that directly shows how it helps users achieve their goals, rather than burying its value.
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The fundamental elements of any compelling story—a character, a conflict, and a resolution—map directly to product management. The user is the character, their problem is the conflict, and your product provides the resolution. This simplifies story creation.
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.
In sales storytelling, the customer must always be the hero who overcomes a challenge. The salesperson's role is that of a trusted guide who provides the plan and tools for the hero's success. This framework builds customer confidence without making the salesperson seem arrogant.
Effective marketing isn't about telling your company's story. It's about inviting the customer into a story where they are the hero facing a problem. Your brand should act as the guide that provides the tool (your product) to help them succeed and win the day.
With many AI products being similar "wrappers," companies are shifting focus from product features to brand narrative. Storytelling becomes the primary lever to stand out when differentiation is low, as founders realize the story is as important as the product itself.
If your narrative is about a broad market problem (e.g., "data is growing") that isn't uniquely solved by your product, you're creating demand for the entire category, including your competitors. A powerful story must be built around your specific differentiator, making it a narrative only you can convincingly tell.
Instead of waiting for features to build a story, develop the compelling narrative the market needs to hear first. This story then guides the launch strategy and influences the roadmap, with product functionality serving as supporting proof points, not the centerpiece.
Marketing often mistakenly positions the product as the hero of the story. The correct framing is to position the customer as the hero on a journey. Your product is merely the powerful tool or guide that empowers them to solve their problem and achieve success, which is a more resonant and effective narrative.
Instead of leading with features, effective tech marketing starts with deep empathy for the user's specific problem, like a clerk asking if a customer needs to hang a picture on drywall or brick. The story then positions the product as the tailored solution to that unique challenge.
While many acknowledge storytelling's importance, few master its application. The ability to frame what your product does within a compelling story is a macro-level skill that makes abstract concepts understandable and memorable. It is the practical vehicle for explaining things clearly and avoiding customer disengagement.
