90% of executives say they like visible storytelling over dense stories. But most product managers nonetheless depend on lengthy paperwork, jargon-filled briefs, and clunky slide decks that don’t land with the individuals who matter.
In our current webinar, Dean Peters and Tom Evans shared a smarter manner ahead: storyboarding.
It’s a way borrowed from the world of movie and design—but it surely would possibly simply be probably the most underrated device in a product supervisor’s toolbox. When carried out effectively, storyboarding helps PMs talk clearly, align groups quicker, and affect choices—while not having formal authority.
This submit breaks down the necessities, together with why conventional communication strategies fall quick, how storyboarding cuts by the noise, and construct one which drives buy-in from day one.
Why Conventional Product Communication Doesn’t Stick
Right here’s the truth: most product communication doesn’t land. Not as a result of the concepts are unhealthy, however as a result of the supply misses the mark.
PMs are sometimes tasked with aligning stakeholders, guiding engineering groups, and championing the shopper. However as a substitute of telling a transparent, compelling story, they ship out a spec or share a roadmap deck—and hope it will get learn.
Dean mentioned it greatest:
“In case your concept isn’t seen, it isn’t understood. And if it isn’t understood, it received’t get constructed.”
Let’s speak about what’s getting in the way in which.
The Worth Isn’t Clear
Too many product pitches begin with “Right here’s what we need to construct.” However with out context—with out displaying why it issues—stakeholders lose curiosity quick.
Everybody’s Pulling in a Completely different Course
When there’s no shared imaginative and prescient, product, engineering, and enterprise groups fill within the blanks in a different way. That’s how you find yourself with scope creep, missed deadlines, and frustration throughout.
It’s All Function, No Story
PMs with technical backgrounds typically default to explaining how one thing works as a substitute of why it issues. Execs don’t care about structure diagrams. Clients don’t care about information constructions. They care about influence.
Backside line: it’s arduous to rally folks round an concept they will’t visualize.
That’s the place storyboarding is available in.
Why Storyboarding Works
A storyboard is only a sequence of visuals that exhibits how a consumer strikes from an issue to an answer. It’s used on a regular basis in filmmaking—however in product, it’s a strong technique to make concepts actual.
Tom put it this manner:
“A storyboard is price a thousand conferences. When folks see the imaginative and prescient, they align quicker.”
Right here’s why it really works:
- It makes the summary concrete. Folks don’t have to think about what you’re constructing—they will see it.
- It aligns rapidly. When everybody’s trying on the similar story, it’s simpler to search out widespread floor.
- It surfaces gaps early. You’ll spot holes or disconnects earlier than you spend a dash constructing the mistaken factor.
- It builds affect. Stakeholders are much more possible to purchase in after they really feel the story.
Storyboarding isn’t only a communication method. It’s a technique for getting issues carried out.
Easy methods to Construct a Product Storyboard (With out Being a Designer)
You don’t want a design background or fancy instruments. You simply have to suppose in scenes.
Right here’s a easy, repeatable course of you need to use.
1. Begin with the Why
The largest mistake PMs make is pitching a characteristic earlier than anybody understands the issue.
As a substitute, lead with the “why.” Comply with Simon Sinek’s Golden Circle:
- Why: What downside are you fixing, and why does it matter now?
- How: What’s your distinctive method?
- What: What does the characteristic or product really do?
Instance:
- Why: Distant groups waste time switching between disconnected instruments.
- How: A single workspace brings all the pieces into one place.
- What: Slack affords channels, messaging, and integrations for centered crew communication.
Dean made it clear:
“For those who don’t begin with the why, you’ll lose your viewers earlier than you even get to the answer.”
2. Put the Person Entrance and Heart
Nice product tales begin with a relatable character. Not a persona. An individual.
Ask your self:
- Who is that this for?
- What’s irritating them?
- What triggers their seek for one thing higher?
Instance:
Sarah is a assist supervisor at a fast-growing startup. Her crew is buried in tickets, and buyer satisfaction is slipping. She wants a quicker, smarter technique to reply with out burning out her crew.
That’s who your story is admittedly about.
3. Break the Story Into Moments That Matter
Upon getting your consumer and your “why,” map out their journey.
Assume in three scenes:
- Earlier than: What’s damaged or irritating of their world?
- Discovery: How do they discover your product—and what does it promise?
- After: What’s higher now that the answer exists?
This straightforward construction helps everybody see the transformation—and your product’s position in it.
4. Hold It Scrappy
You don’t must be an artist. You simply must be clear.
- Sketch it on paper
- Drop containers and arrows into Miro or Figma
- Use instruments like MURAL, and even ChatGPT to tough out the story
Tough is okay. Polished can come later. What issues is that the story is smart.
As Tom put it: “Readability beats polish each time.”
- 5. Use the Storyboard to Drive Suggestions and Purchase-In
As soon as your storyboard’s prepared, don’t wait. Present it to your crew. Share it with management. Run it by a couple of clients.
Check if the story is smart. Does it replicate actuality? Does it spark curiosity? Does it reply the query: Why ought to we construct this now?
Amazon’s “Working Backwards” methodology is mainly storyboarding in disguise—they write the press launch first, then determine if the product’s price constructing.
It’s not about what appears to be like good. It’s about what is smart.
What to Keep in mind
Right here’s the quick model:
- Lengthy docs and dense slides don’t get folks excited. Tales do.
- Storyboarding helps product managers lead with imaginative and prescient—even with out authority.
- Begin with the consumer’s downside, not the characteristic.
- Hold it tough, clear, and centered on transformation.
- A very good storyboard ought to reply a very powerful query: Why does this matter?
When you’ll be able to inform that story effectively, you don’t must persuade folks to comply with. They’re already with you.
Bringing Product Tales to Life
Storyboarding is a management device that helps product managers lower by confusion, align quicker, and affect choices that matter. Whether or not you’re shaping a brand new characteristic, pitching an enormous concept, or simply making an attempt to get engineering and execs on the identical web page, the flexibility to inform a transparent, visible story offers you a severe edge.
- Watch our subsequent webinar for skilled insights on what’s changing SAFe, how AI is reshaping groups, and what lean enterprise product improvement appears to be like like in 2025.
- Enroll in our AI Product Administration course to grasp AI-driven technique, uncover the appropriate use circumstances, and lead cross-functional groups as you scale smarter with the ability of automation and clever instruments.
What’s been your largest problem in refining product-market match? Share your ideas within the feedback or join with us on LinkedIn.
