What Is a Whole Product Story?

Your company has committed considerable resources to create and launch a new product, but it’s essential to reflect on whether equal effort has been directed towards equipping your go-to-market and customer-facing teams for successful sales and support. While sales enablement and product marketing are important, it’s crucial to ensure that your new product messaging is uniformly comprehended and incorporated across all facets of product delivery and go-to-market approaches. Proper execution can greatly impact the effectiveness of your go-to-market plans and ultimately your market share. To help you optimize and align your product launch and go-to-market strategies, we’re initiating a series centered on the “whole product story” as the fundamental element for success.

In a one on one session, we would love to share how to accelerate the velocity of your new product launch.

ChatGPT-4 accurately describes the “whole product story” as the comprehensive narrative encompassing a product’s journey from inception to its influence on customers and the market. It addresses different aspects of the product, such as development, marketing, sales, support, and customer experience. An effectively conveyed whole product story enables customers to grasp the product’s value and intent, fostering improved engagement, loyalty, and ultimately contributing to the company’s success.

The whole product story consists of several key elements:

  1. Concept and Ideation: At this stage, the product idea emerges, often in response to a recognized need, opportunity, or market gap. This phase includes brainstorming, research, and validation to confirm the product’s viability and potential for success.
  2. Development: After concept validation, the development phase commences, involving product design, prototyping, and iterations based on user feedback and market research. The objective is to refine the product until it achieves the desired quality and functionality.

  3. Production and Manufacturing: Once the design is finalized, the product enters the production and manufacturing stage. This process includes sourcing materials, collaborating with manufacturers, and maintaining quality control throughout.

  4. Marketing and Promotion: Prior to market release, a comprehensive marketing strategy is devised. This strategy encompasses creating promotional materials, developing a brand identity, and constructing a persuasive narrative that emphasizes the product’s features, benefits, and unique selling points.

  5. Distribution and Sales: The product becomes accessible to customers through various channels, such as online platforms, physical stores, or a combination of both. A well-planned sales strategy is essential for reaching the target audience and generating revenue.

  6. Customer Support and Service: Delivering exceptional customer support is a vital aspect of the whole product story. This includes providing prompt assistance, addressing customer issues, and ensuring a positive experience throughout the product’s lifecycle.

  7. Feedback and Improvement: Lastly, the company continuously collects customer feedback and integrates it into future product iterations. This feedback loop facilitates ongoing improvement and helps keep the product relevant and competitive in the market.

The whole product story is built upon each element, integrating the narratives and motivations of previous stages. It serves as the foundation for the feedback loop that guarantees consistency and reinforces purpose at every stage. The whole product story is pivotal for a product’s success, as it fosters trust, nurtures customer loyalty, and differentiates the product from its competition. By understanding and adeptly conveying the whole product story, companies can create stronger connections at every touchpoint with their customers, ultimately resulting in lasting success.

In this series, we aim to assist you in effectively communicating a whole product story and look forward to sharing additional insights with you.