Every product has a story — but not every story sells. When you’re marketing something bold, complex, or premium, your biggest challenge isn’t the price tag; it’s belief. Before customers can buy in, your team, stakeholders, and leadership need to believe the story themselves. In this keynote, Elliott Rayner draws on real-world lessons from luxury and sports industries to reveal how storytelling can turn even the most high-ticket offering into something irresistible. From reframing value and emotion in your messaging to aligning teams around a shared narrative, he’ll show how the world’s best marketers make people feel before they make them think. You’ll leave with strategies to: - Craft stories that make premium products feel accessible and essential - Translate complex features into emotional value - Inspire internal belief that fuels external excitement Because when your story sells inside the company, selling outside becomes effortless.

This workshop is designed for PMMs looking to master the art of storytelling to craft impactful product narratives. Based on Elliott Rayner’s Storytelling Certified course, it covers proven frameworks, scientific insights, and real-world case studies. With storytelling being a top skill in product marketing—yet less than 10% of PMMs formally trained in it—this workshop bridges that gap, providing the tools to create compelling, audience-driven product stories. Workshop agenda: 1. Storytelling science Participants will delve into scientific studies that reveal how storytelling influences our brains and behaviors. This foundational understanding will highlight the profound impact storytelling can have in marketing. 2. Case study discussion We’ll examine successful case studies from both B2C and B2B brands, focusing on how they leverage storytelling. Through engaging discussions, we’ll review examples from a variety of physical and digital products to illustrate effective applications of storytelling science. 3. Practice frameworks In this interactive segment, attendees will collaborate in groups to apply storytelling frameworks. This hands-on practice will enable them to craft more logical, emotional, and credible product narratives. –––– Please note that seats are limited, and pre-registration is mandatory. Workshop passes are only available to summit pass holders.