Help! My dog ate my firm’s strategic narrative!

Jul 1

Written By Brandon Triola

If b2b tech firms figured this out, generating demand would be easy...

We get asked all the time:

"How do we come up with our unique POV as a firm?"

Or...said differently...

"What's our story?"
"We're tired of being part of the sea of sameness."
"How are we different? Nobody knows."

To left-brained, numbers-driven, analytical business leaders this sort of thing is just fluff.

Call it positioning, storytelling, or POV, it's all the same...and without it you're in for long, hard, road for any and all brand or marketing related goals you want to achieve.

Without a strategic narrative that sets you apart from all the other firms you are going to be climbing an up-hill battle.

I'm going to simplify strategic narrative creation for you right now.

Stop overthinking something that at its core, is a very human element of your business.

A good strategic narrative should do three things:

✅ Challenge the beliefs in your industry around how or why things are done

✅ Give a unique view on what the future looks like for your buyers

✅ Showcase how you believe your customers should transform

Sprinkle in some audacity, warmth, and really attention grabbing takes and you have the foundation for a successful demand generation program.

The firms who are the best at capturing the 95% of buyers who aren't ready to talk to sales have the strategic narrative nailed.

Here's a real life example:

Sex sells clothing. Fear sells politics, but being radically human is what sells complex technology and service offerings.

Humanity Sells!

While every other brand and marketing business sells tactics, "marketing services," and "leads", i'm going to keep selling what actually elevates brands, amplifies messages, and brings in real revenue.

Humanity.

After, all that's what connects us together in the end, and it's the same reason WHY people buy.

Does your firm have a strategic narrative that sets you apart?