Product marketing is moving faster than ever before. New tools. New KPIs. New challenges. All while our understanding of what great product marketing actually looks like continues to shift. Yet across every category, one truth remains unchanged: Markets are rarely won by the teams with the best products. They are won by the teams with the best product narratives. In this keynote, Elliott Rayner explores how the world’s most successful products - from sneakers to subscriptions and beyond - use storytelling to define their value, align their teams, and scale growth. You’ll see why, as tools and tactics evolve, narrative remains the most enduring and future-proof skill in product marketing - and why without it, even great products still get lost in the noise.

Without a narrative, even great products get lost in the noise. With a strong product narrative, sales pitches sound the same no matter who delivers them. Marketing campaigns reinforce the same message customers hear from your product team, and Leadership can explain the product in one clear sentence. We will show you how to build a product narrative in three simple steps. 1.What value your product truly delivers? Digging deeper than features to learn how to communicate contrast around your differentiated value. 2. Who cares most about that value? Learn how to customise conflict to your ideal customer profile to create an emotional product story that resonates. 3. 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.