It’s Them, Not You: How to Tell Your (Product) Story
Most founders struggle to tell their story clearly. They know their product inside and out—but when it’s time to pitch or market to their customers, the message gets lost in features, jargon, and long-winded explanations. In today’s crowded market, a sharp, well-told story isn’t optional—it’s how you break through.
Shana Lee, Global CMO and founder of SHL Strategic Marketing, has built some of the most iconic brands in tech, travel, and media. From Amazon to Audible, Boost Mobile to early-stage startups, she’s helped teams translate customer insights into compelling narratives that convert. In this workshop, she’ll break down the fundamentals of brand storytelling—how to speak your customer’s language, define your big idea, and align your company around a message that actually sticks.
Whether you’re selling to customers, pitching to customers or recruiting talent—your story is your edge. And most aren’t telling it well.
This is Marketing 101 with an edge: sharp, tactical, and rooted in real-world GTM execution.
In this session, you’ll learn:
· Why great marketing starts with a single, sharp insight
· How to craft a clear, one-sentence proposition that aligns your whole company
· How to connect with your audience’s real pain points—not just pitch your product
· Ways to improve conversion across your website, emails, and sales collateral
· How to get every team—sales, CS, marketing—telling the same story
This workshop is designed for founders, early teams, and marketers who want to sharpen their narrative, improve their pitch, and turn messaging into momentum.
About Shana Lee:
Shana is the Global Chief Marketing Officer at SHL Strategic Marketing, where she helps organizations launch, scale, and optimize their marketing for rapid growth. Previously, she led multi-channel growth at Audible (an Amazon company), served as VP of Product Marketing at Boost Mobile, and held executive roles across Travelport, Choose Chicago, and more. A Harvard MBA and brand strategist, Shana specializes in turning insight into impact—and aligning teams around a single, powerful story.