About us
Hi! I am Stéphane, your Storytelling Tribe’s host
Let's start with my story: who am I, and what drives your passion for product marketing storytelling.
I'm Stéphane Lagresle, and my journey in product marketing has taken me from the pre-internet era at Packard Bell, to leading global marketing teams at HARMAN International, where I shaped stories for iconic brands like JBL and harman/kardon. But what truly ignites my passion isn't just the craft of storytelling – it's witnessing the transformation when PMMs discover their authentic voice and confidence. After 20+ years of navigating complex stakeholder relationships, leading major product launches, and mentoring teams across continents, I've learned that the most powerful stories emerge from blending proven frameworks with genuine peer support.
You might wonder: “why starting the Storytelling Tribe?”
Throughout my career, I've witnessed a persistent challenge that resonates with many PMMs – the constant battle between feature-focused stakeholders and the need to tell compelling stories that drive action. When a fellow PMM told me, "in the end, I let it go. I lost the battle," it struck a chord. Product Marketing is a unique role that sits at the intersection of product, marketing, sales, and various other functions, making us difficult to categorize but perfectly positioned to understand each other's challenges. This, combined with my passion for sharing knowledge, led to the creation of The Storytelling Tribe – a space where PMMs never have to fight these battles alone, because they have 249 other PMMs in their corner, ready to help them craft and defend their stories.
“The most powerful stories emerge from blending proven frameworks with genuine peer support”
I've led global teams and launched products worldwide. How has this shaped my vision for The Storytelling Tribe?
Leading teams across the US, Europe and India taught me that the magic happens outside of formal training – during moments when PMMs share real challenges, workshop solutions together, and build lasting relationships. That's why I've intentionally limited our community to 250 members. This isn't just another course or network; it's a trusted circle where every member can find their voice, test their stories, and grow together.
With a background in automotive tech, what inspired me to create a storytelling community that spans all B2B sectors?
Whether you're marketing an AI platform, manufacturing solutions, or enterprise software, the core challenge remains transforming complex value propositions into compelling narratives that drive action. At HARMAN and TomTom, I navigated this daily – turning technical innovations into stories that resonated with engineering teams, product teams, training departments, sales organizations, and C-level executives. What I discovered is that the principles of powerful storytelling transcend industries. The frameworks we'll explore in the Tribe are battle-tested across sectors, and more importantly, they're enriched by diverse perspectives of our members.
“This isn't just another course or network; it's a trusted circle where every member can find their voice, test their stories, and grow together.”
I’m passionate about the intersection of AI and marketing. How does this influence the Tribe's approach to storytelling?
I'm very excited about AI's potential to enhance – not replace – human storytelling. To me, the A in AI means “Augmented”. In the Tribe, we balance practicality, exploring how AI can enhance storytelling efficiency from research to structure while preserving the strategic thinking and emotional intelligence unique to humans. It's about combining cutting-edge tools with timeless storytelling principles to give PMMs a competitive edge.
What's the ultimate vision for The Storytelling Tribe?
I envision the Tribe becoming more than a learning community – it’s a catalyst for a new generation of PMM storytellers who approach their craft with both confidence and authenticity. By combining structured learning with genuine peer support, we create a space where PMMs can master storytelling techniques while building lasting professional relationships. Akin to ancient tribes, this is also a community where knowledge is shared, successes are celebrated, and every member contributes to its collective growth.