While PM’s should have a good grasp of their market and vision their product, PMMs should own the product story. The story (or narrative) should have familiar elements: a hero, a villain, a journey, and an outcome. This isn’t a fluffy creative writing exercise, it’s a simple, easy to remember story that should introduce context and current trends to the audience, and most of all set the stage for the product. Bring in market context and data with a good amount of research and analysis before you start writing.

Example Tactics: Positioning, value prop, vision/story, pitch, mock press release.