Your Product Needs a Narrative
After working on thousands of products, I’ve seen a clear pattern: features rarely win on their own. Products succeed when teams can explain three things with clarity:
1. What value does your product create?
2. Who cares most about that value?
3. Why are you the best at delivering that value?
Those answers seem simple, but in most companies, they are anything but aligned. And when those answers are unclear or inconsistent, it shows up everywhere: sales teams pitch different stories, marketing campaigns feel disconnected, and product decisions drift away from what customers actually need.
That is where a "Product Narrative" comes in.
Product Narrative
A product narrative is not a tagline, a mission statement, or a set of product features. It is a unifying story that connects product, audience, and market into a single, cohesive message. It is the foundation for how you talk about what you do inside the company and how customers understand you outside it.
Building a Product Narrative requires clairty over three elements. The Product, The Audience and the The Market.
The Product
The value you create—and your unique edge in delivering it
Utilize LOGIC to build a solid story structure. Get clear on the true impact your product or service makes. What sets you apart? Why should customers choose you over the competition?
The Audience
Who cares most about that value?
Embed EMOTION with conflict-focused story delivery. Zero in on the people who get the most out of what you offer. The sharper your focus, the stronger your message lands.
The Market
How you prove you’re the best at delivering that value?
Craft story CREDIBILITY with purpose-driven positioning. Telling a great story is one thing. Proving it is another. Learn how to add credibility that turns belief into buy-in.
The Product Narrative Canvas
Finally, teams are taught how to combine these frameworks into a process that can be utilized by product and marketing teams to update messaging, optimize landing pages, sales battle cards, or any other tools your teams need to convert and grow.
Founder Bio
My name is Elliott Rayner
A graduate in Neuroscience and Neuromarketing, spending over a decade in the sports industry, creating products for the FIFA World Cup and Olympics at Adidas and ASICS. He then moved into tech and B2B, leading marketing at Babbel and ARION before joining OWOW, where Elliott he shaped the stories behind hundreds of products and ventures. The frameworks he developed along the way now power his course, book, and workshop — all designed to help teams craft clear, compelling strategic narratives. He was recently recognised as the 7th most influential product marketer in the UK.
How We Can Help
Learn with Workshops, build with Advisory, and amplify with Agents.
Discover
your Story
Workshops to discover the truths that transform your team into expert storytellers.
Define
Your Story
Advisory to define a single narrative that your entire team can believe in.
Deliver
Your Story
Agents to deliver your narrative everywhere, made consistent and clear with AI.