The Product Storytelling Cohort

4.8 (27)

Elliott Rayner

Head of Storytelling @ OWOW

This course is popular

4 people enrolled last week.

Ask five people what your product does. You'll get five different answers.

Across 50+ brands, teams agree on their own product story only 19% of the time. That gap shows up everywhere: messaging that drifts, sales decks that contradict the website, launches that don't land.

Meanwhile, companies are starting to hire for it. "Head of Storytelling" and "Narrative Lead" roles are opening across tech. Storytelling is getting serious.

This cohort gives you the skill those roles are built on: a clear, science-backed process to discover, define and deliver one product story your whole team can tell.

Based on my book The Story Engine and the same Product Narrative Strategy I have used with brands like Zalando, Sage and Pipedrive to help them discover the story they can tell better than anyone else in their market.

What you’ll learn

Learn a clear process to discover, define and deliver product stories, with the tools to apply it to your own product.

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.
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

Contact

Head of Storytelling at OWOW (ex adidas, ASICS and Babbel).

Marketing Leader at...

See all products from Elliott

Who this course is for

Product marketers who want to own the narrative, not just the launch.
Marketing and product leaders whose teams tell five versions of the same story.
Founders and new storytelling or narrative leads who need one clear story that sells.

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

1:1 call with Elliott

A private session to apply the frameworks to your own product and get direct feedback on your story.

Maven Guarantee

Your purchase is backed by the Maven Guarantee.

Course syllabus

4 live sessions • 66 lessons

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.

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.

Week 1

Nov 23—Nov 29

The Science of Product Storytelling

5 items

The Product Narrative

6 items

Insight Foraging - Product

4 items

Nov

Lesson One

Mon 11/236:00 PM—7:30 PM (UTC)

Week 2

Nov 30—Dec 6

Storytelling Logic

6 items

Rule 1: Communicate Contrast

2 items

Understanding Your Product

6 items

Case Studies

4 items

Dec

Lesson Two

Thu 12/35:00 PM—6:30 PM (UTC)

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.

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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