Presented at Swissnex Aug 1st, 2019

1. How to craft and deliver your
customer pitch for maximum
impact
Connie Kwan
Product Maestro

2. Incredible Products
are driven by powerful Stories

4. What’s your Product Story?
To customers
employees
investors

5. Why is storytelling important for Product?
15
Years in
Product
25
Product
launches
5001
Stories
delivered

6. 6types of storytellers
Spread across an
emotional spectrum

7. Agenda
Time Topic
30 min The 6 Storyteller Types
45 min Story Jam Session - Basic Pitch to new user, customer or partner
a) Demo volunteer
b) Partner up
c) Volunteers and group feedback
15 min Q&A

8. What’s your Storyteller Type?
storyteller.ProductMaestro.com

9. Evangelist Sage Wise
Neighbor
Visionary Truth
Teller
Professor
The 6 types of Storytellers

10. Sell to Customers (B2C)
Evangelist, Sage, Wise Neighbor
Let’s see storytelling in action.
Demo: Fall Froyo Flavors

11. If you’re just joining now, go to storyteller.ProductMaestro.com to find out your storyteller type.
The 5 dimensions of a Storyteller
L anguage
E motional Drive
N arrative
S tyle
E nergy

12. Evangelist
Evangelist Sage Wise
Neighbor
Visionary Truth
Teller
Professor
Emo
Drive
Other dials in LENSE: (language, emo drive, narrative, style, energy)
Common
roles
Sales,
Marketing
HR,
Design
Product,
Marketing
Product Any Engineering,
Finance
Ie. Tony Robbins,
Pat Robertson
Gandalf,
Oprah,
Rachel
(Friends)
Melissa
McCarthy,
George W.
Joey
(Friends)
Steve Jobs,
Sheryl
Sandberg,
Chandler/Moni
ca (Friends)
George Carlin,
Marc Maron,
Amelie,
Phoebe
(Friends)
Neil deGrasse
Tyson,
Ruth Bader
Ginsburg,
Ross (Friends)
Very Emotional Emotional Emo/Logical Log/Emotional Logical Very Logical

13. Sell to HQ (B2B)
Visionary, Truthsayer, Professor
Let’s see storytelling in action again.
Demo: Fall Froyo Flavors

14. Evangelist
Evangelist Sage Wise
Neighbor
Visionary Truth
Teller
Professor
Emo
Drive
Other dials in LENSE: (language, emo drive, narrative, style, energy)
Common
roles
Sales,
Marketing
HR,
Design
Product,
Marketing
Product Any Engineering,
Finance
Ie. Tony Robbins,
Pat Robertson
Gandalf,
Oprah,
Rachel
(Friends)
Melissa
McCarthy,
George W.
Joey
(Friends)
Steve Jobs,
Sheryl
Sandberg,
Chandler/Moni
ca (Friends)
George Carlin,
Marc Maron,
Amelie,
Phoebe
(Friends)
Neil deGrasse
Tyson,
Ruth Bader
Ginsburg,
Ross (Friends)
Very Emotional Emotional Emo/Logical Log/Emotional Logical Very Logical

15. If you’re just joining now, go to storyteller.ProductMaestro.com to find out your storyteller type.
How do I use this with customers?
1. Know your own storyteller type
2. Know your customer’s storyteller type
3. Vary your LENSE towards them

16. Customer Storytype Example: (1) Tom
Type: Customer, Marketing background
Interaction Mode: 1:1, high stakes
Storyteller Characteristics:
a. Very Emotional
b. Very gestural, High energy.
c. “I’m Crushing It!”
d. Repeats key words. Simple, easy to understand
language when speaking to groups.
Learning Style :
● Aural - chatty
Most Important Question:
● “Is this cheaper?”

17. Customer Storytype Example: (2) Sarah
Type: Customer, CFO background
Interaction Mode: 1:1, high stakes
Storyteller Characteristics:
a. Logical
b. Listens more than she talks
c. “What I learned was…” Journey and Return
Learning Style :
● Logical - eyes glued to the spreadsheet slide
Most Important Question:
● “Is there a switching cost?”

18. Audience Archetype Example: 1:n

19. Story Jam Session

20. So, what did we learn today?
1. There are 6 types of storytellers.
2. Your storyteller.productmaestro.com type is
your default LENSE.
3. To tell a more powerful story, vary your LENSE
towards your audience.

21. Storytelling class (beta) - for Startup CEOs
Starts Aug 22 - Sep 26 , 6 weeks.
http://bit.ly/storytellingCEOs
Use code swissnex2019 for 50% off, limit 3
Thanks!
Connie Kwan
connie@productmaestro.com