The best products rarely win. The best product stories almost always do.
A clear process for discovering, defining and delivering product stories that connect emotionally and convert commercially — built on The Story Engine and the Product Narrative Canvas.
Without narrative, even great products get lost in the noise
True product marketing isn't just about features or funnels — it's about creating value and delivering that value to a market that truly cares. To do that, you need more than strategy. You need story.
We go beyond theory to master the science of storytelling — how the right narrative turns prospects into customers and customers into advocates. You'll learn how to break down the complex into simple, make the ordinary sound extraordinary, and build trust and empathy that move audiences to act.
Discover, define, deliver
A clear process for discovering, defining, and delivering impactful product stories.
Learn a clear storytelling process to extract value, insights, and evidence from product, sales, and customer conversations.
Audit your existing messaging and sales enablement to uncover hidden story patterns and missed positioning opportunities.
Learn how to use these insights to clearly define your Differentiated Value, Ideal Customer Profile and Social Proof with the Story Canvas.
Structure your messaging using the Logic, Emotion, Credibility framework so your story is clear, resonant, and believable.
Learn the science of storytelling to translate product features into strategic value pillars that connect to real customer conflicts.
Practice crafting a core narrative that aligns positioning, messaging, proof, and go-to-market around one coherent story.
Ensure your narrative is consistent across all campaigns, sales enablement and landing pages.
How to embed narrative into product, marketing, and go-to-market decisions so teams stop drifting.
Learn how to use AI as a storytelling co-pilot to generate, test, and evolve narratives without losing strategic clarity.
Four hours a week, four weeks
One 90-minute live lesson with the group, 90 minutes of suggested reading on your own, and an hour on your own canvas. If you can't make a session live, every one is recorded and yours for good.
Heads of Product Marketing at New Relic, Booking.com, Qonto and Miro
Elliott's 4 part storytelling workshop was well structured and engaging from beginning to end. He is a dynamic presenter and his recommendations for additional resources were on point. My team is already starting to apply what they have learned to product messaging and I'm looking forward to seeing the results in our customer engagement!
Head of Product Marketing, New Relic
Elliott joined a product marketing community event at Booking.com and presented his storytelling framework, which is highly applicable to the product marketing craft. It was much appreciated by our entire team and gave them fresh perspective on how to strengthen the design and delivery of their value propositions.
Head of Product Marketing, Booking
Elliott conducted a workshop for my 15+ PMM team at Qonto, helping us understand how to better tell comprehensive stories across product in the B2B space. My team found his work extremely inspiring and are still leveraging this today.
Head of Product Marketing, Qonto
Elliott introduced our Miro community to the world of storytelling using business cases and real-world examples to explore why storytelling plays such a crucial role in our lives and within our minds. Both sessions were very engaging and the conversations continued after the events.
Head of Community, Miro
I can't recommend Elliott Rayner's course enough; it is very informative and well-presented! Elliott dives into the hero's journey and other concepts & ideologies for creating compelling product & campaign stories, like Ikigai and Archetypes, giving you the tools to craft content that resonates.
CMO, Plates Social
I loved it! Elliot has done a phenomenal job of deconstructing storytelling and making it into a science. It definitely helped me level up my storytelling capabilities. Every moment of the course had actionable takeaways. If you're contemplating doing the Storytelling course, just go for it! I will confidently say it'll exceed your expectations.
Lead Product Marketer, Freshworks
Elliott Rayner
Elliott has over 20 years of experience creating product stories. Working for global brands such as Asics and adidas, to ambitious tech scale-ups Babbel and ARION. He is an expert in residence at the Product Marketing Alliance. He now works as a Fractional Head of Storytelling, helping teams discover what story they can tell better than anyone else in the market.
Three ways to bring your team
Most people on the cohort come through an L&D budget. Everything needed to make that easy — email template, receipts, certificate of completion — is ready to send.
Everything L&D needs: email template, receipts, and certificate of completion.
Get reimbursedSave 20%+ when 2 or more teammates enrol in the same cohort.
Save 20%+ with a teamA dedicated cohort with a custom schedule and curriculum, tailored to your team.
Book a private cohortWho it's for, and what people ask
Every session is recorded and you keep lifetime access. You'll miss the live discussion, not the material — and the cohort community carries on between sessions.
Three hours a week: one 90-minute live lesson and 90 minutes of individual reading. The canvas project adds about an hour and is optional.
The cohort is covered by the Maven Guarantee. If it isn't right for you, Maven handles the refund directly.
It helps. The project runs on a product of your choosing, so you leave with your own narrative rather than notes on someone else's. If you don't have one, use a product you know well.
The cohort teaches you the craft over four weeks, alongside peers from other companies. The workshop builds one narrative for one team in one room. Individuals take the cohort; teams book the workshop.