The Three-Story Narrative: Product, Customer, Category
A simple messaging architecture that aligns brand, PMM, and performance.
The Three Stories
Every effective brand tells three stories:
1. **Product Story:** What it does, why it's better 2. **Customer Story:** Who it's for, what changes 3. **Category Story:** Why now, what's obsolete
Why This Framework Works
Most brands get stuck in product features. The three-story framework forces you to zoom out and address the full context your customer needs.
Product Story
This is the "what" and "how." What does your product do? What makes it different? What's the key innovation?
Keep it to 100 words. If you can't explain your product in 100 words, you don't understand it yet.
Customer Story
This is the "who" and "why now." Who is this for? What's their current pain? What changes when they use your product?
This story creates empathy and demonstrates understanding. It's what makes your marketing feel human instead of corporate.
Category Story
This is the "why now" and "what's next." Why does this category matter now? What's changing in the world that makes your solution inevitable?
The category story positions you as a thought leader, not just a vendor.
How to Use This
Draft each story in 100 words. Stress test with 5 real users—if they can't repeat it back, simplify. Lock your tone and voice. Then feed this narrative into ads, your site, and your sales deck.
When these three stories align, your entire go-to-market becomes coherent.