Here's how you can effectively convey your product's vision and purpose using storytelling techniques.

Miller's 7-part Storybrand framework states the customer as your hero. That's the first part of it. This ensures that you frame your problem statement in terms of how customers face it in the real world, not in technical or business vocabulary. Your hero meets your product as the guide that gives them a plan to solve that problem, end in success and avoid failure. Knowing your hero ensures you address their needs, understand implications of their problem and work towards a solution that creates value for them. It is their story. They had a problem, and your product was the guide that helped them overcome it, not the other way round. That's the only way they will even invest their initial attention and trust its relevance for them.

To convey our product's vision, I tell a story that resonates with our customers' experiences. For example, I shared a narrative of a farmer struggling with finding a tomato hybrid that is disease resistant and then by growing our product how he and family, found relief through our product cultivation. This story, filled with real struggles and relief, emotionally connected with our audience, illustrating the products purpose and impact on their daily lives. It transformed our product from a mere tool to an essential companion, embodying hope and empowerment.

Give your potential users context. Craft your plot by first mentioning the inefficiency in society your product addresses and how it does so better than all existing alternatives. Help your users see the value your product creates by enabling them look beyond current limitations and their environment. By showing them how your product solves their problem, you're giving them a clear plan of action to follow and achieve success. Give them a tangible benefit they'll get from the product and show them how it helps them avoid failure.

The best stories appeal to our emotions. When we're talking of products, we are referring to users' choices, something they choose to make a part of their lives. We are not pitching features here. Thinking of Uber, its not just a ride hailing service. It is the assurance users have of getting a cab at a click wherever they are. It helps users avoid the possibility of missing something important because of no access to transportation, or undergoing the major hassle of ride hailing the old way.

This is very important. Many-a-times, product teams tend to even frame their problem statements in business vocabulary, referring to business goals, or in technical vocabulary. The right way to do it is to frame it from the users' perspective, the way they face a problem in the real world. This makes it humane, and this can only happen when you are user-centric and know the user is the hero.

Sharing testimonials helps potential users find credibility for your product. It shows them that other people have achieved success and they can attain it the same way too. It shows your product in action, as part of the life of others, positively shaping their experiences and meeting them in their moments of struggle. Apart from this confidence, it is also human behavior to be influenced by experiences of others. Look at it as a way of reducing uncertainty for potential users who are yet to try your product.