What’s your product’s monomyth?

John Weeke thinks about this question a lot. As a member of the product marketing team at Insightly, John spends his days trying to take users on a journey. An award-winning filmmaker, he likens the product experience to a really good movie – making a great teaser isn’t enough, you want people staying for the rest of the movie, and not falling asleep in their seats. That’s where a great product story comes in.

To him, storytelling matters not just in marketing or brand, but as it permeates throughout the product experience. Developing a story for a nurture campaign is just one step. Getting users through an initial onboarding flow is another step. But what happens next? I talked to John about how to go about increasing adoption by developing products and structuring experiences that take users through a whole narrative arc.

“Story is the operating system of the human mind.”

We talked about John’s favorite books (Hero With a Thousand Faces and Sapiens), his favorite software product (Airtable), and why product people need to care about storytelling. When a customer is adopting your solution, they see it as a call to adventure,” John says. “By signing up for your service, they hope to go through a transformation. They want to find within your product the magic elixir.”

About the Author

Eric Boduch is the chief evangelist for Pendo. Previously, he served as the CEO of Brainstorm SMS Technologies LLC (dba SMaSh, Inc.) and was the co-founder and CEO of several other companies. Eric holds a Bachelor of Science from The School of Computer Engineering at Carnegie Mellon University in Electrical and Computer Engineering and is a graduate of its Executive Management Program.