Session taken from - Product Marketing Summit Amsterdam Most products don’t collapse overnight. They slowly lose clarity. Positioning softens. Messaging fragments. Teams begin to pull in different directions. Without strong product marketing influence, that drift compounds until momentum stalls and the market starts to decide for you. The real PMM edge is not preventing failure. It is preventing drift. The products that stay on track follow a simple principle: Markets are not won by the teams with the best products. They are won by the teams with the best product narratives. In this keynote, Elliott Rayner explores how the world’s most successful products, from sneakers to subscriptions and beyond, use storytelling to define their value, align their teams, and scale growth. You will see why, as tools and tactics evolve, narrative remains the most enduring and future-proof skill in product marketing, and why without it, even great products still get lost in the noise.