22: Storytelling Frameworks to Qualify and Quantify Product Data

In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Red Russak and Soumeya Benghanem welcome Ariel Dos Santos (Peloton Interactive) to talk about storytelling. Apart from collecting data to qualify and quantify a product being developed, it is also important to tell stories based on data so everyone on the team is aware and onboard the production plan.    Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 04:16 Storytelling is an important tool in a PM’s toolkit 08:58 The SUCCESS framework   12:15 With storytelling, you become a lawyer, a detective, and a dreamer 13:42 The four types of story we tell 17:20 We want the customer to be the center of every story 19:37 Part of storytelling is giving space for people to react and to ask questions 22:47 Data is used to tell stories 24:20 Qualitative or quantitative data? 28:42 Observe and talk to several people to gather data over time 31:28 Demo-driven questions from the target audience 40:00 Which matters more for PMs, quant or qual 42:21 When initial inputs are in, you turn to quant 44:18 How qualitative data works 48:21 It depends where you’re at in the maturity of your product 50:45 You’ll get better at storytelling over time 52:14 Treat every interaction as an opportunity to experiment