How to make a good story: Product Management and Tech

Storytelling is a powerful tool that transcends mediums and industries. In Pixar’s world, it engages audiences, evokes emotions, and leaves lasting impressions. This powerful storytelling framework, known as the hero’s journey, can be applied beyond the realm of animation into product management and technology. By positioning your customer as the hero of the story and your product or technology as the means to their transformation, you can create compelling narratives that resonate deeply and drive success. Let’s explore how the hero’s journey framework can be translated into the business context, using Pixar’s "Toy Story" as a guiding example. The journey includes stages such as The Ordinary World, The Call to Adventure, Refusal of the Call, Meeting the Mentor, Crossing the Threshold, Tests, Allies, and Enemies, Approach to the Inmost Cave, The Ordeal, The Reward, The Road Back, The Resurrection, and Return with the Elixir.

1. The Ordinary World

Description:

The story begins in theo's ordinary world, where they experience everyday life. This stage sets the context for the journey and establishes the hero’s current state.

Pixar Example:

In "Toy Story," Woody lives an ordinary life as Andy’s favorite toy, enjoying the familiarity and comfort of his position.

Product Manager Example:

A small e-commerce business struggles with managing inventory across multiple platforms. The team spends hours daily reconciling stock manually, leading to errors and missed sales opportunities.

Tech Example:

The company relies on an outdated system for inventory management that is slow, lacks integration capabilities, and frequently crashes, causing frustration among employees and customers.

2. The Call to Adventure

Description:

The hero receives a call to action, challenging them to leave their ordinary world. This call presents a problem or adventure that disrupts their routine.

Pixar Example:

Woody’s call to adventure begins when Buzz Lightyear arrives, challenging his status and introducing a new dynamic.

Product Manager Example:

The call to adventure for a product manager might be identifying the need for a new feature or product to stay competitive, realizing that the current tools or processes are no longer sufficient.

Tech Example:

In the tech world, this could be the discovery of a new technology, such as cloud computing, that promises to transform business operations and offer competitive advantages.

3. Refusal of the Call

Description:

Initially, the hero is reluctant to accept the call due to fear or insecurity. This stage highlights the hero’s hesitation to change.

Pixar Example:

Initially, Woody is reluctant to accept Buzz and the changes he brings, fearing the loss of his favored status.

Product Manager Example:

Product managers might hesitate to propose a significant change due to budget constraints, fear of failure, or potential disruption to existing workflows.

Tech Example:

In technology, this could manifest as resistance to adopting new systems due to concerns about security, cost, or the complexity of migration.

4. Meeting the Mentor

Description:

The hero meets a mentor who provides guidance and encouragement. This mentor helps the hero overcome their fears and provides tools or advice for the journey ahead.

Pixar Example:

Woody doesn’t have a traditional mentor, but he learns from his interactions with other toys, particularly during challenging times.

Product Manager Example:

For product managers, mentors could be industry experts or senior executives who provide guidance, insights, and support, helping them navigate the challenges of product development.

Tech Example:

In technology, mentors might be seasoned IT professionals or consultants who offer expertise on new technologies and best practices for implementation.

5. Crossing the Threshold

Description:

The hero commits to the adventure and crosses the threshold into a new, unfamiliar world. This stage marks the point of no return.

Pixar Example:

Woody crosses the threshold when he and Buzz are accidentally left behind and must find their way back to Andy.

Product Manager Example:

Crossing the threshold for a product manager could be the decision to launch a pilot program for a new product feature, committing to change and innovation.

Tech Example:

For tech professionals, this could be the initial steps of transitioning to a new technology stack, moving from planning to actual execution.

6. Tests, Allies, and Enemies

Description:

The hero faces trials, makes allies, and encounters enemies. This stage tests the hero’s resolve and builds their skills.

Pixar Example:

Woody and Buzz face numerous challenges, make new allies, and encounter enemies as they navigate their way back to Andy.

Product Manager Example:

Product managers may face tests such as market competition, technical challenges, and stakeholder opposition. Allies could be supportive team members, while enemies might be unforeseen obstacles.

Tech Example:

In tech, tests could include technical issues during implementation, allies might be supportive colleagues or external partners, and enemies could be bugs or compatibility issues.

7. Approach to the Inmost Cave

Description:

The hero prepares for the major challenge in the special world. This stage involves planning and final preparations for the ordeal ahead.

Pixar Example:

Woody and Buzz approach their greatest challenge when they enter Sid’s house, facing the threat of being destroyed.

Product Manager Example:

For product managers, this might be gathering final user feedback and refining the product before launch, a period of intense preparation and anticipation.

Tech Example:

In technology, this could involve finalizing the integration of a new system, ensuring all components work seamlessly before going live.

8. The Ordeal

Description:

The hero faces their greatest fear and the most difficult challenge. This stage is the climax where the hero confronts death or their greatest fear.

Pixar Example:

Woody and Buzz face their greatest fear in Sid’s house, where they must escape from the destructive boy and his toys.

Product Manager Example:

The ordeal for a product manager could be the product launch itself, dealing with unexpected issues or critical feedback from users, and managing the stress of high stakes.

Tech Example:

In tech, this might be the go-live phase of a major system overhaul, where the success of the entire project is on the line.

9. The Reward

Description:

After overcoming the ordeal, the hero receives a reward. This stage represents the hero's success and the tangible or intangible reward they gain.

Pixar Example:

After escaping Sid’s house, Woody and Buzz successfully begin their journey back to Andy, solidifying their friendship.

Product Manager Example:

For product managers, the reward is a successfully implemented system that reduces manual errors, improves inventory accuracy, and boosts customer satisfaction, reflected in metrics such as reduced stockouts and faster delivery times.

Tech Example:

The CTO sees the new system running smoothly, with real-time data updates and seamless integration across sales channels, resulting in increased operational efficiency and positive feedback from users.

10. The Road Back

Description:

The hero begins the journey back to the ordinary world with their reward. This stage involves the hero’s return journey and the challenges of reintegration.

Pixar Example:

Woody and Buzz return to Andy, bringing with them the lessons learned and a renewed bond.

Product Manager Example:

The product manager gathers post-launch feedback, continues to optimize the system, and ensures that the team is fully comfortable with the new processes.

Tech Example:

The CTO monitors the system for any post-launch issues, ensures continuous improvement, and trains the team on best practices for using the new technology effectively.

11. The Resurrection

Description:

The hero faces a final test where everything is at stake. This stage often involves a climactic confrontation that tests the hero’s growth.

Pixar Example:

Woody and Buzz face a final test as they chase after the moving truck, risking everything to reunite with Andy.

Product Manager Example:

The product manager tackles the final challenge of scaling the system for peak shopping seasons, ensuring it can handle increased demand without faltering.

Tech Example:

The CTO addresses any lingering technical challenges, optimizes system performance for high-traffic periods, and ensures robust data security to protect against potential breaches.

12. Return with the Elixir

Description:

The hero returns to the ordinary world, transformed, and with an elixir that benefits others. This stage marks the end of the journey and the hero’s transformation.

Pixar Example:

Woody and Buzz return to Andy’s room, transformed by their journey, and with a new understanding of their roles and friendship.

Product Manager Example:

The product manager returns with valuable insights and a successful system that enhances business operations, reduces costs, and improves customer satisfaction, achieving key performance metrics.

Tech Example:

The CTO returns with a fully integrated, efficient system that revolutionizes the company’s operations, enabling faster growth and better customer service, demonstrated by metrics such as system uptime, response time, and user satisfaction.

The hero’s journey framework offers a powerful way to craft compelling stories in product management and technology. By viewing your customer as the hero and your product or technology as the means to their transformation, you can create narratives that resonate deeply, inspire action, and drive success. Just as Pixar’s "Toy Story" connects with audiences on an emotional level, your business stories can connect with customers, making them the heroes of their own journeys.