You product’s story is not “one size fits all”.
It changes, especially based on the stage your product is in.
For instance, before you even introduce your product to market, you need to gain stakeholder buy in. When working in a team and/or organization, getting everyone engaged around a new product offering requires a story that is irresistible. You need resources, time, attention and motivation. Why should this product matter more than anything else to your team?
Once buy-in has been achieved and the product has been built, you launch it into the market. But you need a story specific to your target users. Why should they care about your product? What problem does it solve? The goal here is to generate interest, and a great story cuts through the noise of a world drowning in content and information.
Then there’s the illustrious Growth Stage of your product. Here, you already have proven that you matter to users, but now it’s time to expand. How does your story change as you enter new markets? How does it stay the same?
A great product eventually reaches maturity -- where everyone is using it and now you’re fending off competitors. Your product’s story must differentiate itself, show that it’s the best option, no matter the competition.
And then, products will transition, usually via a decline but sometimes they are repurposed. Perhaps your product has finally been disrupted, or maybe it’s finding a new purpose in a niche user base. Your story needs to reassure your users, guiding them through the transition, especially if the product is being sunsetted.
Take a moment to evaluate your product’s stage and story. What story are you telling?