1- Conversations about messaging are conversations about strategy.

I wish I’d realized this sooner. Your company’s strategy is your company’s story. Why? Because the story is how you communicate the strategy.

I once built a 200-page strategy deck for a client—only for it to sit on a desk. Again, why? Bad storytelling.

2- The sales narrative is the core narrative.

Nailing your sales narrative is answering: How will your customer win by using what you sell?
If you’re able to articulate the answer to that question, you can use the same messaging for:

• Fundraising narratives
• Company narratives
• Website copy
• Content copy

It’s not just about what you sell; it’s about why your customer will win by leveraging what you sell.
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3- Achieving Alignment is the hardest part.

So… you’re putting your VP of Sales, Marketing, and CTO in the same room, and asking them to speak the same language? Nearly impossible.

But that’s exactly what gives your story its power.

The slightest misalignment will tarnish your story.

4- Customer input is really NOT optional.

Your leadership team might be smart, but they don’t have a crystal ball.

Involve your customers.

Find out the current change in their life that creates urgency AND big stakes for them. If you help them respond to that change, they’ll believe your story.

5- A strategic narrative is a powerful execution tool.

Great execution requires synergy. If your teams aren’t aligned and focused on the same story, they’ll each execute in different directions.

The story is what creates synergy and ensures everyone moves toward the right goal.