The ability to communicate succinctly and effectively is a rare talent these days. One of the most powerful skills a product manager can develop is the art of showing, rather than telling. This approach not only engages stakeholders but also drives understanding and action more efficiently. Here’s how to coach product managers to master this essential skill.
The Power of Showing Over Telling
The principle of “show, not tell” is rooted in the belief that actions speak louder than words. This concept, widely discussed by product management experts like Rich Mironov and Jeff Gothelf, emphasizes the importance of demonstrating the value and rationale behind a product or feature rather than just talking about it.
According to Mironov, effective product managers are adept at using visual aids, prototypes, and real-world examples to convey their points. This approach helps cut through the noise and gets to the heart of the matter quickly, ensuring that everyone involved understands the “Why?” behind a decision .
Coaching Techniques for “Show, Not Tell”
- Leverage Visual Storytelling: Encourage product managers to use visual aids such as wireframes, mockups, and user journey maps. These tools can make abstract ideas concrete and relatable. When stakeholders can see a visual representation of a product or feature, they are more likely to grasp its value and implications.For example, instead of describing how a new interface will improve user experience, show a mockup or a prototype. This not only saves time but also makes the impact immediately apparent.
- Use Real-World Examples and Data: Real-world examples and data are powerful storytelling tools. Product managers should be coached to present case studies, user testimonials, and analytics that illustrate how a product or feature will solve a problem or meet a need.By grounding their narratives in real-world data, product managers can create compelling stories that resonate with their audience. This approach helps build credibility and trust, making it easier to gain buy-in from stakeholders.
- Focus on the User Journey: Good storytelling in product management often revolves around the user journey. Product managers should be trained to map out and communicate the user experience from start to finish, highlighting key pain points and moments of delight.Jeff Gothelf emphasizes that stories engage our emotions, which in turn propels us to act. By focusing on the user journey, product managers can create emotional connections that drive stakeholder engagement and support .
- Practice Concise Communication: Product managers should learn to get to the point quickly. This involves distilling complex ideas into clear, concise messages. Teach them to prioritize key points and avoid unnecessary details that can dilute the message.One effective technique is to use the “elevator pitch” format. If a product manager can explain the value of their product or feature in the time it takes to ride an elevator, they are more likely to capture and retain their audience’s attention.
- Iterate Based on Feedback: Showing, not telling, is an iterative process. Encourage product managers to seek feedback on their presentations and storytelling techniques. This can help them refine their approach and become more effective communicators over time.Feedback from peers, mentors, and stakeholders can provide valuable insights into what works and what doesn’t. Product managers should be open to this feedback and willing to make adjustments to improve their storytelling skills.
TL;DR
In the realm of product management, the ability to show rather than tell is a critical skill. By leveraging visual storytelling, real-world examples, user journeys, concise communication, and iterative feedback, product managers can effectively convey the “why” behind their work.
Practicing these tactics not only enhances internal understanding and engagement, but also drives action, and more importantly results. It is our responsibility to equip product managers with these tools and techniques, helping them to become expert storytellers who can show, not just tell, the value of their products.