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Learn a clear process for discovering, defining, and delivering impactful product stories.

Q2 Product Storytelling Cohort

Head of Storytelling @ Ingrid & OWOW

adidas

Babbel

ASICS

ARION

Elliott Rayner

Head of Storytelling @ OWOW.
Founder of productstorytelling.io

Q1 Product Storytelling Cohort

The best products rarely win. The best product stories almost always do.True product marketing isn’t just about features or funnels — it’s about creating value and delivering that value to a market that truly cares.To do that, you need more than strategy. You need story.This cohort is based on the book The Story Engine and built around The Product Narrative Canvas — a framework designed to help you discover, define, and deliver effective product stories that connect emotionally and convert commercially.In this cohort, we go beyond theory to master the science of storytelling — exploring how the right narrative can turn prospects into customers and customers into advocates. You’ll learn how to break down the complex into simple, make the ordinary sound extraordinary, and build trust and empathy that move audiences to act.Across a series of sessions, we’ll dig into the science of storytelling and the psychology behind persuasion, breaking down how great stories simplify complexity, make the ordinary sound extraordinary, and build trust that turns audiences into advocates with product stories that are impossible to ignore.

“Without narrative, even great products get lost in the noise”

How to Discover your Product Narrative

How to Define your Product Narrative

How to Delivery your Product Narrative.

Marketing teams looking to build stories to maximise their GTM campaigns.

Product teams looking to to embed great stories into their products and features.

Growth teams looking to create stories that cut through the market noise.

Develop positioning and messaging that fuel pipeline 

CMO, Advisor, Author of Standout Startup

Allyson Letteri

CMO, GTM Advisor, and Author of Standout Startup. 

Cohort 1

When your messaging resonates, your pipeline grows faster. But many startups struggle to communicate their product’s value to their ideal customers.In just 2.5 hours, you’ll fix this.You’ll capture the insights you need to sharpen your positioning, then use AI to build a high-converting messaging framework. Finally, you’ll put it into action with a homepage outline you can launch fast.You’ll learn how to: ✨ Define clear positioning that sets you apart ✨ Build messaging that actually drives pipeline ✨ Turn messaging into a homepage you can launch nowThis workshop is hands-on and fast-paced.You’ll leave with messaging you can launch right away, plus a repeatable process to refine your messaging as your market shifts.This workshop sets the foundation for every part of your GTM strategy.

Create messaging that drives pipeline. Clarify your positioning and build high-converting messaging you can launch, fast.

Define your ICP and buyer persona

Sharpen your positioning and differentiation

Build messaging that converts

Turn messaging into a homepage that sells

B2B startup leaders who need effective messaging to launch their new product or increase pipeline and sales.

Marketing managers who want to learn a smart process to create high-converting messaging that drives more leads and better launches.

PMs and engineers who need the tools to develop positioning and value propositions so that their products sell.

How to Nail Your Messaging From Homepage to Onboarding

Anthony Pierri

Co-Founder of FletchPMM

Rob Kaminski

Ramli "RJ" John

Bestselling author of Product-Led Onboarding (+35K sold).

You'll master the art of capturing attention in seconds and maintaining it through the onboarding.

How to hook your customers from homepage to onboarding

You'll learn frameworks and psychological triggers that guide users naturally to the next step in the buyer's journey.

How to keep users engaged throughout their buying journey

You'll be able to write benefit-focused copy that speaks directly to user pain points.

How to craft clear & compelling homepage and onboarding copy

Anthony, Rob, and RJ will review a B2B startup's homepage and onboarding live in this session.

How industry experts audit homepage and onboarding messaging

Messaging Updates That Boost Conversion Now

Marketing Exec & Startup Advisor, Author of Standout Startup

Catch prospect's attention with seven types of hooks that spark curiosity and drive signups and engagement.

Lead with enticing hooks

Make it easy for prospects to see why your product is dramatically different and better than other solutions.

Amp up contrast with competitors

Give prospects a reason to buy now when you highlight problems that will get worse or opportunities they'll miss.

Create urgency with hidden costs

Create Value Proposition That Close Deals

Sultan Semlali

Value Selling Expert

Move beyond generic messaging and learn how to craft a value proposition that speaks directly to executive priorities.

How to Build a Decision Driving Value Proposition

Diagnose customer challenges, articulate a compelling future state, and position your solution as a strategic investment

A Simple Framework to Connect Your Solution to Revenue

Learn practical techniques to use throughout the sales cycle — from first conversation to busines case and signature

How to Turn Value Into Deal Momentum

Product Launches: Why Some Flop While Others Flourish

Andy McCotter-Bicknell

Founder @ Healthy Competition

Jason Oakley

Founder @ ProductivePMM

Tamara Grominsky

Founder @ PMM Camp

Learn how to objectively analyze product launches from any company (not just your own!)

How to spot a great launch in the wild

Learn a framework to help you identify the strategies and techniques used in the most successful launches

How to breakdown the key components of a product launch

Learn how to turn inspiration into action for your company's next product launch

How to reverse engineer your favorite launch strategies

SIGNAL Over Noise: Customer-Led Growth in the Era of AI

Kalina Bryant

Head of GTM, Americas | Former VP of Customer Advocacy, Asana | Forbes Under 30

Ejieme Eromosele

VP, Customer Growth at AI Startup | 2x Top 25 CS Influencer | ex Director at NYT

Identify common failure modes where demand, usage, sentiment, or AI outputs are mistaken for actionable insight.

Differentiate customer signal from customer noise

Articulate the SIGNAL™ framework and how each skill addresses a specific breakdown in today’s customer motions.

Describe six core skills required for customer-led growth

Identify at least one point in your GTM or product feedback loop where noise is undermining alignment or growth.

Diagnose where your org is losing customer signals

Leave with clarity on why tools alone fall short and how skill development drives durable outcomes.

Recognize why skills outperform tools in driving outcomes

Why your Product needs a Narrative

CMO at OWOW. Founder of productstorytelling.io

Digging deeper than features to learn how to  communicative contrast around your differentiated value.

What value your product truly delivers?

Learn how to customise conflict to your ideal customer profile to create an emotional product story that resonates.

Who cares most about that value?

Learn the five sources of credibility to ensure you can back up the promises your product has made.

Why do you deliver that value best?

⚡“What Your Demos, Trials, and Analytics Aren’t Telling You"

John Gusiff

Founder, Customer Centric Solutions LLC

Learn why demos, trials, and product analytics often lead teams astray—what they aren’t telling you about your customer.

See the Blind Spots in Your Customer Signals

A breakdown of what each methods misses in regards to customer discovery - why your efforts to scale are failing.

Blind Spots Breakdown: What Each Method Misses

How customer jobs-to-be-done (progress) + behavioral science (barriers to progress) can inform your GTM efforts.

A Better Way: Customer Jobs-to-be-done + Behavioral Science

A few helpful frameworks to leverage and improve level of foundational customer understanding to fuel GTM efforts.

A Few Foundational Customer Understanding Frameworks

For Product Managers

Product Marketing

Cohort-based courses

Free Lightning Lessons