Late last year, I had the privilege of attending a corporate event that was all about cybersecurity. Now, I don’t know about you, but I find it difficult to get excited about cyber threats and malware.
To my surprise, I came away feeling inspired. Was it down to the hard-hitting data and facts? Absolutely not. When I think about it, I struggle to recall a single piece of data aside from a 1 billion dollar bank heist.
It was all down to the speaker's masterful storytelling. Geoff White, the co-presenter of the BBC’s Lazarus Heist, filled 45 minutes with stories. He told of how the North Koreans had used creative ways to steal money from various well-known organisations, such as Sony.
I managed to convince Geoff to join me on today’s episode so we could explore his storytelling superpower. I wanted to understand how he had acquired this gift and what we product professionals could learn from his approach to craft better presentations at work.
Summary
Why storytelling is a superpower for product teams.
How the Lazarus Heist podcast mastered storytelling to make complex topics engaging.
Practical storytelling techniques you can apply to your work.
Real-world examples of storytelling in product management.
How to use storytelling to persuade stakeholders and drive action.
Why Storytelling is a Superpower for Product Teams
In a world drowning in data, storytelling enables us to create a cohesive and engaging message. Whether you’re presenting a product roadmap, pitching a new feature, or rallying your team around a vision, storytelling can make your message more sticky and memorable.
Going back to the Lazarus Heist. The podcast dives into the world of cybercrime, exploring how North Korean hackers pulled off some of the most audacious heists in history. On the surface, it’s a story about technology and crime. But what makes it captivating is how it’s told.
Instead of bombarding listeners with technical jargon, the podcast introduces real people—like the Sony employees who woke up one day to find their company hacked, or the Bangladeshi banker who discovered $81 million had vanished from his accounts. By focusing on the human element, the podcast turns complex cybercrime stories into gripping narratives that anyone can understand.
How the Lazarus Heist Podcast Mastered Storytelling
The Lazarus Heist podcast is a masterclass in storytelling. Here’s what product teams can learn from it:
1. Start with the Human Element
The podcast doesn’t begin with technical details or data. It starts with people. For example, in the episode about the Sony hack, listeners meet the employees who experienced the hack firsthand. This creates an emotional connection and makes the story relatable.
Lesson for Product Teams: When presenting a new feature or product, start with the problem it solves for real users. Tell a story about how it will impact their lives.
2. Simplify Complex Topics
Cybercrime is a technical subject, but the podcast breaks it down into simple, digestible pieces. For instance, it explains how hackers used phishing emails to infiltrate Bangladesh Bank, stealing $81 million in just a few clicks.
Lesson for Product Teams: Avoid overwhelming your audience with technical details. Use analogies, visuals, and simple language to explain complex concepts.
3. Build Suspense and Curiosity
The podcast uses cliffhangers and dramatic storytelling to keep listeners hooked. For example, it describes how hackers attempted to steal the billion dollars but were prevented by the word Jupiter - this keeps the audience guessing as to what is so special about this word and how could a word stop a bank heist.
Lesson for Product Teams: Use storytelling techniques like suspense and curiosity to keep your audience engaged. For example, tease a new feature or reveal a problem before presenting the solution.
4. Use Real-World Examples
The podcast is packed with real-world examples. These stories make the content tangible and memorable.
Lesson for Product Teams: Use case studies, customer stories, or anecdotes to illustrate your points. For example, share how a specific feature solved a customer’s problem.
5. Connect Emotionally
The podcast connects with the audience emotionally. For example, it highlights the human cost of cybercrime, from the grieving families to the devastated bankers.
Lesson for Product Teams: Appeal to your audience’s emotions. For example, when pitching a new product, highlight how it will improve users’ lives or solve a pressing pain point. Apple has been doing this successfully for years.
Practical Storytelling Techniques for Product Teams
Here are some more storytelling techniques you can use in your work:
1. The Hero’s Journey
Frame your product or feature as the hero that solves a problem. For example, “Our app helps busy parents save time by automating meal planning.”
Example: In the Lazarus Heist podcast, the “hero” is often the investigator or victim trying to uncover the truth.
2. The Problem-Solution Framework
Start with a problem your audience can relate to, then present your product as the solution.
Example: “Struggling to keep your team aligned whilst they are working virtually? Our project management tool simplifies collaboration and keeps everyone on track.”
3. Use Visuals and Analogies
Use visuals, metaphors, or analogies to explain complex ideas.
Example: “Think of our API as a bridge that connects your data to our platform, making integration seamless.”
Real-World Examples of Storytelling in Product Management
Here’s how storytelling can be applied in product management:
1. Presenting a Product Roadmap
Instead of listing features, tell a story about how the roadmap will transform the user experience.
Example: “By Q3, our app will help users save 10 hours a week by automating repetitive tasks, that’s the equivalent of watching the whole of the first series of Breaking Bad.”
2. Pitching to Stakeholders
Use storytelling to make your pitch more compelling.
Example: “Imagine a world where your team spends less time in meetings and more time building. That gives them more time with clients to make sales.”
3. Onboarding New Team Members
Use stories to explain your product’s mission and vision.
Example: “Our product was born out of a frustration with clunky tools. We wanted to create something simple, intuitive, and powerful.”
How to Use Storytelling to Persuade Stakeholders
Storytelling isn’t just for engaging your audience—it’s also a powerful tool for persuasion. Here’s how to use it:
Highlight the Problem: Start by painting a vivid picture of the problem your stakeholders care about.
Present the Solution: Introduce your product or idea as the solution to that problem.
Show the Impact: Use data, anecdotes, or visuals to show the positive impact of your solution.
End with a Call-to-Action: Clearly state what you want your stakeholders to do next.
Conclusion: Storytelling is Your Secret Weapon
The Lazarus Heist podcast shows us that storytelling isn’t just for entertainment—it’s a powerful tool for communication, persuasion, and engagement. For product teams, mastering storytelling can ensure alignment and crystal-clear clarity.
So, the next time you’re presenting a product roadmap, pitching a new feature, or rallying your team around a vision, remember the lessons from Semmelweis and the Lazarus Heist. Tell a story. Connect emotionally. And watch your message come to life.
Guest: Geoff White
With more than a decade of experience covering computer hacking for the likes of Channel 4 News, BBC News and Forbes online, Geoff is one of the world’s leading journalists in this field. From ransomware to business email compromise to nation-state attacks, he has delved deep into the tactics that cyber crime gangs use to target their victims, and shares the insights that can help organisations protect themselves from attack.
He has given keynote talks for leading tech security companies and at major conferences including DefCon and InfoSec.
Website: https://geoffwhite.tech/
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