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 latest webinar, Dean Peters and Tom Evans shared a smarter means ahead: storyboarding.
It’s a method borrowed from the world of movie and design—but it surely would possibly simply be essentially the most underrated device in a product supervisor’s toolbox. When achieved effectively, storyboarding helps PMs talk clearly, align groups quicker, and affect selections—while not having formal authority.
This submit breaks down the necessities, together with why conventional communication strategies fall quick, how storyboarding cuts by means of the noise, and the way to 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 dangerous, 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 an alternative of telling a transparent, compelling story, they ship out a spec or share a roadmap deck—and hope it will get learn.
Dean stated it greatest:
“In case your thought isn’t seen, it isn’t understood. And if it isn’t understood, it gained’t get constructed.”
Let’s discuss what’s getting in the way in which.
The Worth Isn’t Clear
Too many product pitches begin with “Right here’s what we wish 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 otherwise. That’s how you find yourself with scope creep, missed deadlines, and frustration throughout.
It’s All Characteristic, No Story
PMs with technical backgrounds generally default to explaining how one thing works as an alternative of why it issues. Execs don’t care about structure diagrams. Prospects don’t care about information buildings. They care about affect.
Backside line: it’s arduous to rally individuals round an thought they’ll’t visualize.
That’s the place storyboarding is available in.
Why Storyboarding Works
A storyboard is only a sequence of visuals that reveals 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 robust solution to make concepts actual.
Tom put it this manner:
“A storyboard is price a thousand conferences. When individuals see the imaginative and prescient, they align quicker.”
Right here’s why it really works:
- It makes the summary concrete. Folks don’t must think about what you’re constructing—they’ll see it.
- It aligns shortly. When everybody’s wanting on the similar story, it’s simpler to seek out widespread floor.
- It surfaces gaps early. You’ll spot holes or disconnects earlier than you spend a dash constructing the fallacious factor.
- It builds affect. Stakeholders are much more possible to purchase in once they really feel the story.
Storyboarding isn’t only a communication approach. It’s a method for getting issues achieved.
How one can Construct a Product Storyboard (With out Being a Designer)
You don’t want a design background or fancy instruments. You simply must assume in scenes.
Right here’s a easy, repeatable course of you should use.
1. Begin with the Why
The most important mistake PMs make is pitching a function 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 function or product really do?
Instance:
- Why: Distant groups waste time switching between disconnected instruments.
- How: A single workspace brings all the things into one place.
- What: Slack provides channels, messaging, and integrations for targeted staff communication.
Dean made it clear:
“In case you 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 Middle
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 help supervisor at a fast-growing startup. Her staff is buried in tickets, and buyer satisfaction is slipping. She wants a quicker, smarter solution to reply with out burning out her staff.
That’s who your story is basically about.
3. Break the Story Into Moments That Matter
Upon getting your consumer and your “why,” map out their journey.
Suppose 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 easy construction helps everybody see the transformation—and your product’s position in it.
4. Hold It Scrappy
You don’t have to be an artist. You simply have to be clear.
- Sketch it on paper
- Drop packing 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 sensible.
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 staff. Share it with management. Run it by a number of prospects.
Check if the story is sensible. 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 principally storyboarding in disguise—they write the press launch first, then resolve if the product’s price constructing.
It’s not about what appears good. It’s about what is sensible.
What to Keep in mind
Right here’s the quick model:
- Lengthy docs and dense slides don’t get individuals excited. Tales do.
- Storyboarding helps product managers lead with imaginative and prescient—even with out authority.
- Begin with the consumer’s downside, not the function.
- Hold it tough, clear, and targeted on transformation.
- An excellent storyboard ought to reply a very powerful query: Why does this matter?
When you may inform that story effectively, you don’t should persuade individuals to comply with. They’re already with you.
Bringing Product Tales to Life
Storyboarding is a management device that helps product managers lower by means of confusion, align quicker, and affect selections that matter. Whether or not you’re shaping a brand new function, pitching a giant thought, or simply attempting to get engineering and execs on the identical web page, the power to inform a transparent, visible story provides you a severe edge.
- Watch our subsequent webinar for professional insights on what’s changing SAFe, how AI is reshaping groups, and what lean enterprise product growth appears like in 2025.
- Enroll in our AI Product Administration course to grasp AI-driven technique, uncover the correct use circumstances, and lead cross-functional groups as you scale smarter with the facility 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.
