Mastering Influential Communication
The communication secrets that set seasoned product managers apart
One of the more observable characteristics of the seasoned, high-impact product manager is their ability to influence and create change through efficient dialogue. They have a map of where the conversation needs to go and then steer with a discerning touch.
This communication superpower is born from empathy — understanding what their leaders and teams need, then editing and tailoring their message to get to the intended outcome.
Two of my favorite strategies — framing for focus and starting with the end — together pack a powerful punch. Level up by practicing these simple techniques in your next meeting.
1. Frame for Focus
The photographer composes their shot by framing: Showing the relationship between objects, highlighting the subject, and subtracting the unnecessary.
This is how the most effective product managers approach communication. Drawing the eye and ear in specific ways to influence how the information is processed. That first few minutes is your time to hold the camera up and bring the subject into clear focus.
Assuming everyone has the same shared understanding is the fastest way to torpedo your dialogue and drown your message. Your first job? Get everyone up to the same starting line in less than 60 seconds: Send a pre-read, rewind and remind, and help your audience understand where they should focus.
You’ll know this is an opportunity for you if you tend to get interrupted with questions like, “Uh, could we back up?” or “Before we get too far, remind me…”
Stop assuming everyone is at the same starting line as you are. Remind yourself that you have thought about your topic more than anyone else. Often, the product manager forgets this and blazes ahead, leaving everyone confused.
Start putting the most preparation into your first 60 seconds. Distill your message into succinct framing. This should feel hard. Because editing is hard. In 3-4 sentences, ground the dialogue. I had the privilege of working with Nancy Graves years ago — an absolute game-changing experience — and she uses a three-part framework that starts with, “As you know,” to remind the audience where you left off, “Since then…” to highlight what’s changed since that last touchpoint, concluding with “As a result,” which is often the recommended next step. (Nancy is an incredible coach, and I highly recommend her! This shorthand framework barely scratches the surface.) The similar framework Situation, Complication, Resolution (SCR) is similar and worth a look.
2. Start with the End
Watching a movie is a ride through story — The characters, the setting, the conflict, rising action, the climax, and ultimately, the resolution. But let’s face it; you’re not selling tickets to a movie, you’re sending invites to a meeting: You’re borrowing expensive time to create shared understanding and alignment as quickly as possible.
The experienced product manager knows to start with the conclusion, and then work backwards.
This is called the Minto Principle (or Pyramid Principle). It’s counter-intuitive; product managers often want to present information in the same way that the research was done: Bottoms up — sharing the data, research, arguments — before finally unveiling the conclusion and recommendation (to a standing ovation 😉).
Invert it — your argument becomes more structured, logical, and persuasive:
Don’t misunderstand this to mean that context doesn’t matter — it does. Context is important, but the order of operations is more important. Force feeding context first (especially detailed, pedantic context) is a certain way to overwhelm your audience.
I recall working with a product manager a while ago who was struggling with self-confidence. As a logical defense, they often aimed to win trust by presenting a mountain of data before revealing the recommended next steps. Unfortunately, this tactic had the opposite effect and rarely resulted in clarity.
Contrary to what your inner imposter syndrome whispers, your audience wants to trust you. And nothing screams confidence more than leading with a powerful, succinct conclusion, then talking through the key arguments and supporting details.
You’ll know if this is an opportunity for you if your meetings tend to go in circles or you get questions like, “Thanks for all the work, but what’s the bottom line?” or “Where’s all this leading?”
Stop wasting words building an argument. Your meeting isn’t a monologue…or a movie. You don’t need to take everyone through all the background, but you do need to have it available.
Start with the headline, then walk through the key arguments and detail, if necessary. Dive deeper into Barbara Minto’s Pyramid Principle and learn how to structure logical, persuasive arguments.
🌟 Bonus Tips
Brevity wins. You aren’t getting paid by the word. Edit, then edit again. Offer more detail on request. If you’re anxious or excited, it can feel like words are tumbling out and gathering speed — just pause. Say. Fewer. Words.
Anticipate the need. The best product managers abide by the “no surprises” mentality. Which means they intuit when to escalate and pre-wire.
Questions are good. Success is not when you get through everything you wanted to say. Don’t be threatened by questions — follow the curiosity. Help connect the dots between their goals and your message. That’s success.
Ask for feedback. Immediately following a meeting, reach out and ask specific questions to measure your progress.
In many ways, these strategies speak to the core of Words on Product. Because the best product managers know that products are built and bought on words.