The Power of Storytelling in Tech: Insights from Sana Haque

This month, the WomenTech Network Monthly Networking event welcomed Sana Haque, Senior Director of Product at PayPal, for a captivating session on the art of storytelling in tech leadership. With over a decade of experience leading product strategy, Sana has seen firsthand how numbers may drive decisions, but it is stories that inspire action, shape culture, and define great leadership.

From the very beginning, Sana framed her talk with a lesson that has stayed with her since her first year at PayPal. This central truth shaped the entire session, as she shared her own experiences, frameworks, and practical tools for transforming dry facts into compelling narratives that cannot be ignored.

From Root Cause Analysis to Realization
 

Sana opened with a memory from her early career—sitting in a root cause analysis meeting where a senior engineer explained a complex production issue. She admitted that she no longer remembers the technical details, but what stayed with her was how that engineer connected the challenge back to the company’s mission, framed it in a way the audience could understand, and turned a technical problem into a story that resonated.

That moment was a revelation. It showed her that while dashboards and reports may provide clarity, it is the narrative that makes people care. “Storytelling shapes how we influence decisions, how we inspire action, and how we bring people along,” she explained.

Lessons from Erin Brockovich
 

To illustrate the timeless power of storytelling, Sana drew on the film Erin Brockovich. Based on the true story of a single mother who uncovered water contamination by PG&E, the movie shows how Erin turned thousands of pages of sterile lab reports into human stories of sick children, broken families, and shattered communities.

The result was not just attention but action—a $333 million settlement, one of the largest of its kind in U.S. history. “That’s how she won,” Sana explained, “not with more data, but with a story that people couldn’t ignore. And that’s exactly what we need in tech leadership today.”

Turning Facts into Stories
 

So how can product managers and tech leaders do the same? Sana offered a simple but powerful three-step framework for framing any message:

1. What happened – the actual problem statement.

2. Why it matters – why it’s important or what’s at stake.

3. What we need – the action or decision required.

She showed how a technical issue—say, $10 million in declined transactions—can be reframed. Instead of stopping at the number, leaders can illustrate its impact: small businesses losing their biggest sales weekend, parents unable to pay tuition, and nonprofits missing donations. Then, conclude with the ask: investing in resilient infrastructure or prioritizing fixes.

“When you pair a fact with its human impact and a clear call to action, you move from data to influence,” she explained.

Storytelling Techniques that Capture Attention
 

Sana didn’t stop at frameworks. She shared storytelling techniques that anyone can apply:

• Vertical Takeoff – Start with something unexpected, like a movie reference, bold statement, or intriguing statistic. In one presentation, she opened with “Life is like a box of chocolates—you never know what you’re going to get,” instantly hooking her leader, who had just rewatched Forrest Gump. In another, she drew on Back to the Future to frame a payments talk as a journey. “It doesn’t have to be a movie reference—it just has to pull your audience in from the first moment.”

• Three-Part Structure – Every good story has a beginning, middle, and end. In presentations, that means setting the scene, explaining the impact, and closing with a resolution or ask.

• Practice through everyday scenarios – She encouraged participants to apply this structure to simple moments: a missed project deadline, a friend arriving late to dinner, or even a forgotten promise. The more you practice, the more natural it becomes to frame stories that stick.

Balancing Data with Empathy
 

While data builds credibility, empathy sparks action. “Pair every fact with a face,” Sana advised. Translate metrics into moments.

She contrasted the cold statistic of “$10 million in failed transactions” with its human equivalent: the shop owner in Ohio missing out on Mother’s Day sales, or the parent scrambling to pay tuition. “When you frame the number as human impact, suddenly it’s not just a metric—it’s a call to action.”

She also emphasized that leaders must adapt their storytelling for their audience. For the CTO, the message might be about scalability. For the CEO, it’s about growth. For the board, it’s about brand and reputation. The facts don’t change, but the framing makes all the difference.

Authenticity as a Superpower
 

Above all, Sana encouraged attendees to show up authentically. “Leadership presence isn’t about being the loudest person in the room—it’s about being the most grounded and the most clear.”

Drawing on Erin Brockovich again, she reminded everyone that authenticity—not jargon or pretense—builds trust. “Your unique voice is your superpower. Your confidence will grow when you claim your own voice.”

She also offered practical communication tips: eliminate filler words by replacing them with pauses, prepare thoroughly through dry runs, and practice slowing down your speech. These small habits can dramatically improve presence and impact.

From Data to Influence
 

Sana closed by returning to the core lesson: data alone is not enough. “The company had the data for years. But it took Erin’s storytelling to make people act. Your data is important, but it’s your story that moves the room.”

Her final call to action was simple yet powerful: Pair data with empathy. Always end with a clear ask. And above all, show up with authenticity—because that’s what makes people listen.

Watch the recording below: