Executive Storytelling
A bad product with a good story is doomed eventually.
A good product with a bad story is doomed today.
Storytelling isn’t just a marketing trick. It’s how people process information, make decisions, and take action. The smartest revenue teams use it to sell outcomes, align teams, and nurture future customers.
How To Do It Right
Combine proven storytelling principles with a customer-first approach to craft clear, compelling messages. Leverage AI to scale and personalize communication without losing authenticity.
Why It Matters
Clarify your value: Make it easy for buyers to understand why they should care.
Drive pipeline & retention: Turn hesitant leads into future customers and reduce churn.
Align teams around a shared story: Unite sales, marketing, and leadership with messaging that resonates.
Key Challenges It Solves
CEOs & Founders: Move beyond product-led growth, connect go-to-market strategy to customer stories, and position your company for long-term success.
Revenue Leaders & Sales Teams: Sell complex solutions, win over skeptical CFOs, enable Champions, and equip teams with the right messaging.
Marketing Teams: Create outcome-driven content, engage decision-makers, personalize at scale, and sharpen market positioning.
Start With Who
Business storytelling often begins with focusing on the vision and purpose behind the product or the company. You might have heard of this as "Start with Why". When done right it can work well. However, in the hands of non-experts it tends to produce egocentric messaging that fails to truly engage the customer.
The Narrative Engine Framework instead starts with Who.
It is defined by a three-step process:
Clarify your target audience and their outcomes
Understand how changes in their world affect their job-to-be-done
Positioning how you differ from your customers’ other options
The whole story revolves around your brand's unique value from your customer's point of view.
This main story branches out into all your messaging, like sales pitches, content, collateral, and executive outreach.
The Narrative Engine framework doesn’t need you to be an expert storyteller. It makes effective, customer-centric messaging approachable for any leader or revenue professional.
And best of all, once you’ve built your story, you can use Generative AI to transform it into personalized content, while ensuring that your messaging remains consistent and effective.
