90% of executives say they prefer visual storytelling over dense reports. Yet most product managers still rely on long documents, jargon-filled briefs, and clunky slide decks that don’t land with the people who matter.
In our recent webinar, Dean Peters and Tom Evans shared a smarter way forward: storyboarding.
It’s a technique borrowed from the world of film and design—but it might just be the most underrated tool in a product manager’s toolbox. When done well, storyboarding helps PMs communicate clearly, align teams faster, and influence decisions—without needing formal authority.
This post breaks down the essentials, including why traditional communication methods fall short, how storyboarding cuts through the noise, and how to build one that drives buy-in from day one.
Why Traditional Product Communication Doesn’t Stick
Here’s the reality: most product communication doesn’t land. Not because the ideas are bad, but because the delivery misses the mark.
PMs are often tasked with aligning stakeholders, guiding engineering teams, and championing the customer. But instead of telling a clear, compelling story, they send out a spec or share a roadmap deck—and hope it gets read.
Dean said it best:
“If your idea isn’t seen, it isn’t understood. And if it isn’t understood, it won’t get built.”
Let’s talk about what’s getting in the way.
The Value Isn’t Clear
Too many product pitches start with “Here’s what we want to build.” But without context—without showing why it matters—stakeholders lose interest fast.
Everyone’s Pulling in a Different Direction
When there’s no shared vision, product, engineering, and business teams fill in the blanks differently. That’s how you end up with scope creep, missed deadlines, and frustration all around.
It’s All Feature, No Story
PMs with technical backgrounds sometimes default to explaining how something works instead of why it matters. Execs don’t care about architecture diagrams. Customers don’t care about data structures. They care about impact.
Bottom line: it’s hard to rally people around an idea they can’t visualize.
That’s where storyboarding comes in.
Why Storyboarding Works
A storyboard is just a sequence of visuals that shows how a user moves from a problem to a solution. It’s used all the time in filmmaking—but in product, it’s a powerful way to make ideas real.
Tom put it this way:
“A storyboard is worth a thousand meetings. When people see the vision, they align faster.”
Here’s why it works:
- It makes the abstract concrete. People don’t need to imagine what you’re building—they can see it.
- It aligns quickly. When everyone’s looking at the same story, it’s easier to find common ground.
- It surfaces gaps early. You’ll spot holes or disconnects before you spend a sprint building the wrong thing.
- It builds influence. Stakeholders are far more likely to buy in when they feel the story.
Storyboarding isn’t just a communication technique. It’s a strategy for getting things done.
How to Build a Product Storyboard (Without Being a Designer)
You don’t need a design background or fancy tools. You just need to think in scenes.
Here’s a simple, repeatable process you can use.
1. Start with the Why
The biggest mistake PMs make is pitching a feature before anyone understands the problem.
Instead, lead with the “why.” Follow Simon Sinek’s Golden Circle:
- Why: What problem are you solving, and why does it matter now?
- How: What’s your unique approach?
- What: What does the feature or product actually do?
Example:
- Why: Remote teams waste time switching between disconnected tools.
- How: A single workspace brings everything into one place.
- What: Slack offers channels, messaging, and integrations for focused team communication.
Dean made it clear:
“If you don’t start with the why, you’ll lose your audience before you even get to the solution.”
2. Put the User Front and Center
Great product stories start with a relatable character. Not a persona. A person.
Ask yourself:
- Who is this for?
- What’s frustrating them?
- What triggers their search for something better?
Example:
Sarah is a support manager at a fast-growing startup. Her team is buried in tickets, and customer satisfaction is slipping. She needs a faster, smarter way to respond without burning out her team.
That’s who your story is really about.
3. Break the Story Into Moments That Matter
Once you have your user and your “why,” map out their journey.
Think in three scenes:
- Before: What’s broken or frustrating in their world?
- Discovery: How do they find your product—and what does it promise?
- After: What’s better now that the solution exists?
This simple structure helps everyone see the transformation—and your product’s role in it.
4. Keep It Scrappy
You don’t need to be an artist. You just need to be clear.
- Sketch it on paper
- Drop boxes and arrows into Miro or Figma
- Use tools like MURAL, or even ChatGPT to rough out the story
Rough is fine. Polished can come later. What matters is that the story makes sense.
As Tom put it: “Clarity beats polish every time.”
- 5. Use the Storyboard to Drive Feedback and Buy-In
Once your storyboard’s ready, don’t wait. Show it to your team. Share it with leadership. Run it by a few customers.
Test if the story makes sense. Does it reflect reality? Does it spark curiosity? Does it answer the question: Why should we build this now?
Amazon’s “Working Backwards” method is basically storyboarding in disguise—they write the press release first, then decide if the product’s worth building.
It’s not about what looks good. It’s about what makes sense.
What to Remember
Here’s the short version:
- Long docs and dense slides don’t get people excited. Stories do.
- Storyboarding helps product managers lead with vision—even without authority.
- Start with the user’s problem, not the feature.
- Keep it rough, clear, and focused on transformation.
- A good storyboard should answer the most important question: Why does this matter?
When you can tell that story well, you don’t have to convince people to follow. They’re already with you.
Bringing Product Stories to Life
Storyboarding is a leadership tool that helps product managers cut through confusion, align faster, and influence decisions that matter. Whether you’re shaping a new feature, pitching a big idea, or just trying to get engineering and execs on the same page, the ability to tell a clear, visual story gives you a serious edge.
- Watch our next webinar for expert insights on what’s replacing SAFe, how AI is reshaping teams, and what lean enterprise product development looks like in 2025.
- Enroll in our AI Product Management course to master AI-driven strategy, uncover the right use cases, and lead cross-functional teams as you scale smarter with the power of automation and intelligent tools.
What’s been your biggest challenge in refining product-market fit? Share your thoughts in the comments or connect with us on LinkedIn.