March 24, 2026
SAMPS webinars
Why Your Product Needs a Narrative
Products Don’t Fail. They Drift. Most products don’t collapse overnight. They slowly lose clarity. Positioning softens. Messaging fragments. Teams begin to pull in different directions.
Without strong product marketing influence, that drift compounds until momentum stalls and the market starts to decide for you. The real PMM edge is not preventing failure. It is preventing drift.
The products that stay on track follow a simple principle: Markets are not won by the teams with the best products. They are won by the teams with the best product narratives.
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.
What you will Learn
In this session, we will explore 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.
About the Presenter
Elliott Rayner has over a decade of experience in the sports industry, creating products for the FIFA World Cup and Olympics at Adidas and ASICS. He later transitioned into tech and B2B, leading marketing at Babbel and ARION before joining OWOW, where he has shaped the stories behind hundreds of products and ventures. The frameworks Elliott developed along the way now power his course, book, and workshops — helping teams craft clear, compelling strategic narratives. He was recently recognised as one of the UK’s top product marketers, ranking 7th on the list of most influential in the field.
Learn how to build a powerful product narrative with Elliott Rayner. Discover how product marketing prevents drift and drives clarity, alignment, and growth.
