By Teresa Torres · producttalk.org · @ttorres on X · LinkedIn
Teresa Torres argues that reading about a craft, whether storytelling or product management, does not make you good at it. Just as the Pixar story rules circulated widely without producing new Pixar-caliber storytellers, product managers who read about user research or usability testing still need to apply those ideas. She identifies two missing ingredients: deliberate practice and discipline, since people often know the right move but skip it under time pressure. She recommends adopting one principle at a time, testing it, understanding both when it works and when it fails, and building it into daily routine. The essay is a short call to move from consumption to deliberate application.
01Key takeaways
- Reading about a craft is not enough; skill comes from applying what you read.
- Knowing best practices like usability testing does not guarantee you will do them.
- Adopt one principle at a time instead of trying to absorb a full list at once.
- Study when a rule fails as well as when it works to deepen your judgment.
- Build the practice into your daily routine so discipline is sustained, not heroic.
02Key sections
- Knowing versus doing
- Torres contends that understanding what makes good stories or products is distinct from producing them. Consuming advice alone does not build skill.
- The necessity of practice
- Skills like usability testing are learned only by doing them. Reading rules points the way, but application is where learning happens.
- The necessity of discipline
- Even known best practices get skipped due to time pressure or the easier route. Discipline is what turns knowledge into consistent behavior.
- A way to practice
- She suggests choosing one rule that resonates, practicing it, understanding why it works and when it fails, and only then moving on.
- Finding your own rules
- The goal is to experiment and develop personal principles, and to hold yourself accountable through daily routine.
03From the post
“There's been a lot of buzz this week about the Pixar story rules being tweeted by Emma Coates (@lawnrocket). But don't expect a whole new crop of Pixar-like storytellers to suddenly emerge. Knowing what makes a good story, and writing a good story are two entirely different”
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.