Product marketers are constantly challenged to prove their value, but that value seems to shift depending on the team, the product, or the industry. Yet across every category, one truth remains: markets are not won by those with the best products. They are won by those with the best product narratives. In this keynote, Elliott Rayner explores how the world’s best products, from sneakers to subscriptions and beyond, use storytelling to define their worth, align their teams, and drive growth. You will learn that without narrative, even great products get lost in the noise

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.