Gartner Research

Use Storytelling to Inspire Commitment to a New Product Vision

Published: 26 July 2018

ID: G00368327

Analyst(s): Hank Barnes , Derry Finkeldey


It's tempting to communicate the product vision by talking about product features, but it is purpose that engenders commitment and enthusiasm. Technology general managers who adopt a storytelling approach to convey a point of view will inspire internal stakeholders, ecosystem partners and customers.

Table Of Contents


  • Putting Stakeholders at the Center of Communications Makes Them More Likely to Commit to Action
  • Help Stakeholders Understand Your Purpose With Authentic Storytelling
  • An Effective Storytelling Structure for Communicating the Product Vision
  • Appeal to Emotion to Make Stories More Memorable
  • Progressing From Vision to Action
  • Create Different Stories for Different Stakeholders
    • Use Success Stories to Build Trust
  • Summary

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