Peter Fletcher-Dobson begins his talk by saying that people will forget what you said and did, but they will never forget how you made them feel. Stories allow you to achieve your mission as a product manager by inspiring those around you.
He offers a five-step process that turns strategy into a story that can be relayed back to your stakeholders or your team:
- Reflection: Where we are today
- Ambition: The tomorrow we could have
- Jeopardy: The challenge we must overcome – the need for action/change
- Hope: The insight that gives us a way through
- Solution: The idea
He says there are four key structural elements to a narrative:
- It must be authentic, meaning that it should be truthful, credible, and provide vulnerability.
- It must be relatable, meaning that there is a shared purpose, joint outcome, and something aspirational.
- There should be a call to action. That can be mental, emotional, physical, or economic
- There should be a counterpoint with opposing voices, resistance, and contrast.
Watch the original talk: Storytelling for product leaders by Peter Fletcher-Dobson
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