Do frameworks actually work?
Is storytelling just marketing fluff?
Can TikTok teach us how to sell better?

Elliott Rayner, a product marketing leader who’s made the leap from big-name sports brands like Adidas and Asics to leading marketing in tech, shares his view on the importance of storytelling for PMMs.

Why Storytelling Still Wins

Elliot’s take is simple but powerful: every great product has a story behind it. And whether you’re in B2C or B2B, the best marketers know how to tap into emotion, not just logic. People might justify with facts, but they decide with feeling.

Practical Tips You Can Use Today

Not born a storyteller? No problem. Elliot dropped a few things that stuck with me:

1. Use (but don’t worship) frameworks
Start with proven models like the Hero’s Journey or StoryBrand — just don’t let them box you in.

2. Know your audience better than they know themselves
Talk to them. Listen to them. Build personas based on real insights, not guesswork.

3. Look back to move forward
Review old campaigns. What hit? What didn’t? Learn and evolve.

Bonus: A Take on AI I Actually Liked

Elliot called AI a torch — not a tool to replace marketers, but one to help us see more clearly. I love that.

Use it to speed up research, generate ideas, and spot patterns — but don’t let it replace the human touch that makes stories stick.

My Takeaway?

If you want your product to stand out, stop leading with features. Lead with a story — one rooted in empathy, backed by strategy, and told with clarity.

P.S. Elliott read every storytelling book so you don’t have to. You're welcome.
Message him on LinkedIn to get a free version of his book.

You can watch the full episode on YouTube 👇️ 

Helpful resources

• All PMM Talk episodes can be found here

• Product Marketing: The Story Engine (Elliott’s book)

• Storytelling frameworks I love:

  • Brand archetypes

  • April Dunford’s positioning framework

  • Starting with Why