“Without narrative, even great products get lost in the noise”
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.
What you’ll learn
Learn a clear process for discovering, defining, and delivering impactful product stories.
Learn a clear storytelling process to extract value, insights, and evidence from product, sales, and customer conversations.
Audit your existing messaging and sales enablement to uncover hidden story patterns and missed positioning opportunities
Learn how to use these insights to clearly define your Differentiated Value, Ideal Customer Profile and Social Proof with the Story Canvas.
Structure your messaging using the Logic, Emotion, Credibility framework so your story is clear, resonant, and believable.
Learn the science of storytelling to translate product features into strategic value pillars that connect to real customer conflicts.
Practice crafting a core narrative that aligns positioning, messaging, proof, and go-to-market around one coherent story.
Ensure your narrative is consistent across all campaigns, sales enablement. and landing pages.
How to embed narrative into product, marketing, and go-to-market decisions so teams stop drifting.
Learn how to use AI as a storytelling co-pilot to generate, test, and evolve narratives without losing strategic clarity
Learn directly from Elliott
Elliott Rayner
Head of Storytelling @ OWOW. Founder of productstorytelling.io
Who this course is for
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.
What's included
Live sessions
Learn directly from Elliott Rayner in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Free Book - The Story Engine
Free digital download containing all research, frameworks and case studies.
The Product Narrative Canvas
Lifetime access to the editable Product Narrative Canvas
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund through the second week of the course.
Course syllabus
4 live sessions • 66 lessons
Week 1
Apr
8
Product Storytelling Cohort (Week One)
The Science of Product Storytelling
The Product Narrative
Insight Foraging - Product
Week 2
Apr
15
Product Storytelling Cohort (Week Two)
Storytelling Logic
Rule 1: Communicate Contrast
Understanding Your Product
Case Studies
Free resource
Why your Product needs a Narrative
What value your product truly delivers?
Digging deeper than features to learn how to communicative contrast around your differentiated value.
Who cares most about that value?
Learn how to customise conflict to your ideal customer profile to create an emotional product story that resonates.
Why do you deliver that value best?
Learn the five sources of credibility to ensure you can back up the promises your product has made.
Schedule
Live sessions
3 hrs / week
Each week, there will be one 90-minute live lesson with the group and 90 minutes of suggested reading and learning as an individual.
Wed, Apr 8
5:00 PM—6:30 PM (UTC)
Wed, Apr 15
5:00 PM—6:30 PM (UTC)
Tue, Apr 21
5:00 PM—6:30 PM (UTC)
Thu, Apr 30
5:00 PM—6:30 PM (UTC)
Projects
1 hr / week
You will have the option to complete the product narrative canvas for your own brand or product during the Cohort, so you can discover, define, and declare your own unique product narrative over the 4 weeks.
Testimonials
- Elliott's 4 part storytelling workshop was well structured and engaging from beginning to end. He is a dynamic presenter and his recommendations for additional resources were on point. My team is already starting to apply what they have learned to product messaging and I'm looking forward to seeing the results in our customer engagement!
Sarah Leslie
Head of Product Marketing at New Relic - Elliott joined a product marketing community event at Booking.com and presented his storytelling framework, which is highly applicable to the product marketing craft. It was much appreciated by our entire team and gave them fresh perspective on how to strengthen the design and delivery of their value propositions.
Matina Keramida
Head of Product Marketing at Booking - Elliott conducted a workshop for my 15+ PMM team at Qonto, helping us understand how to better tell comprehensive stories across product in the B2B space. My team found his work extremely inspiring and are still leveraging this today.
Theresa Gschwandtner
Head of Product Marketing at Quonto - Elliott introduced our Miro community to the world of storytelling using business cases and real-world examples to explore why storytelling plays such a crucial role in our lives and within our minds. Both sessions were very engaging and the conversations continued after the events. Elliot shared his expertise in an in-depth, engaging,
Helena Bradist
Head of Community at Miro - I can't recommend Elliott Rayner's course enough; it is very informative and well-presented! Elliott dives into the hero's journey and other concepts & ideologies for creating compelling product & campaign stories, like Ikigai and Archetypes, giving you the tools to craft content that resonates with your
Christopher Good
CMO at Plates Social - I loved it! Elliot has done a phenomenal job of deconstructing storytelling and making it into a science. It definitely helped me level up my storytelling capabilities. Every moment of the course had actionable takeaways. If you're contemplating doing the Storytelling course, just go for it! I will confidently say it'll exceed your expectations.
Abinaya Sivaguru
Lead Product Marketer at Freshworks
The Product Narrative Canvas
How to use the Product Narrative Canvas 👇 https://story.screenspace.io/productstorytelling/9f349348
Frequently asked questions
The Story Engine Book (free with the cohort)
Your companion book for the Product Storytelling Cohort. Based on 20 years of research.
€490
EUR
2 cohorts