figmaMar 3, 2025

Why Everyone Can (and Should) Be a Great Storyteller | Figma Blog (opens in new tab)

The article argues that storytelling and writing are not specialized talents reserved for professional writers; they are skills anyone can develop. Clear communication helps turn technical ideas, product plans, and design decisions into shared understanding and action. The difference between “good” and “bad” writers is largely practice, feedback, and willingness to revise—not innate ability. ## Why Storytelling Matters at Work - Strong products, designs, and ideas depend on people who can explain: - Why something should exist - Who it serves - How it improves people’s lives - Writing helps teams bridge the gap between imagination and execution. - At Figma, engineers write technical proposals, designers explain their decisions, and product managers create PRDs to align teams. - Companies such as Microsoft and Slack also use writing to encourage deep thinking, clear communication, and buy-in. ## Challenging the “Bad Writer” Myth - Many people mistake their rough first drafts for the polished writing they read elsewhere. - Every writer begins with imperfect work; improvement comes through: - Feedback - Editing - Deliberate practice - Writing is described as organized thinking: putting ideas on paper can clarify problems and lead to better decisions. - The ability to think clearly is a foundation for becoming a better writer. ## Overcoming the Blank Page - Speaking an idea aloud or explaining it to someone else can reveal a clearer, more natural structure. - Reading widely—including books, magazines, product packaging, and online discussions—helps develop writing ability. - Leslie Lamport’s observation captures the central lesson: without writing, people may only think they are thinking. The practical recommendation is to treat writing as a learnable muscle: read often, write imperfect drafts, seek feedback, and use storytelling to make ideas understandable and actionable.

storytellingdesign-thinkingproduct-managementtechnical-writing+2

figmaSep 15, 2020

On pitching and presenting | Figma Blog (opens in new tab)

Storytelling is the foundation of an effective pitch, more important than statistics or polished visuals alone. Abigail Africa argues that strong presentations come from understanding the audience, structuring a clear problem-and-solution narrative, delivering it with authentic energy, and using visuals to support—not replace—the story. These skills can be learned and improved through preparation and practice. ## Storytelling as the Core of a Pitch - Africa learned this lesson during a Pet Rocks pitch: market research and clever observations failed, while the winning team succeeded by telling a story. - Storytelling helps clarify complex ideas, persuade decision-makers, lead meetings, and perform well in interviews. - Presentations depend on three connected elements: - **Content:** what you say - **Delivery:** how you say it - **Visuals:** how you bring the idea to life ## Building Content Around the Audience - Research the people in the room before developing the presentation: - What challenges, needs, and goals do they have? - Why are they listening? - What could they gain? - What language or industry terminology do they use? - Building trust requires demonstrating that you understand the audience and their situation. ## Structuring the Story - A strong presentation typically: - Establishes an audience-relevant problem - Introduces a solution - Explains how the solution addresses the problem - Ends with a specific call to action - A useful problem statement template is: “A [stakeholder] who feels [feeling] about [a task] needs to [act] but [faces an obstacle].” - Reusing language, characters, or events from the problem section helps connect the solution to the story. - The call to action might ask the audience to approve further exploration, provide funding or mentorship, or reconsider an issue. ## Delivering with Energy and Awareness - Tone, posture, movement, and vocal variety can turn a sequence of slides into a persuasive pitch. - Africa recommends practicing by recording yourself and listening for limited vocal inflection. - Authentic excitement encourages audiences to mirror that emotion. - Gestures, movement, leaning forward, and purposeful eye contact can emphasize important points. - Audience behavior provides feedback: - If people seem disengaged, move around, speak more loudly, or make eye contact with individuals. - Adjust your delivery based on their body language and attention. ## Presenting Virtually - Remote presentations introduce technical risks and can weaken the impact of familiar gestures or vocal patterns. - Recording yourself reading aloud can reveal how your voice and delivery sound to a virtual audience. - Virtual presenters need to consciously adapt their energy and communication style so that enthusiasm and emphasis remain clear on screen. Effective pitching is therefore less about naturally having charisma and more about deliberately practicing audience awareness, narrative structure, expressive delivery, and clear supporting visuals.

storytellingfigmapresentation-designdesign-strategy+2