Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin

That's very interesting because we're seeing exactly how to drink it at the moment

because we are a serious company.

How's that playing out for you?

It is.

I mean, we got a CEO that is not a founder right now.

It used to be a founder, but now it's not a founder.

So there has to be that type of a story instilled into everyone as well.

And obviously, the founders are not in every single call either.

So it's interesting because every product starts with a problem that founders try to fix.

So they're coding something for either themselves or another company.

And then suddenly they think, oh, this could be a product.

I'll go out and sell it.

And you obviously are very passionate about fixing that problem.

But then later it's very difficult for you to turn that narrative around.

So when you speak with clients of yours, What is the biggest mistake that those B2B companies are usually doing when building up that narrative?

Well, I don't know if it's a mistake, but what I'd say is like maybe the biggest challenge for them and that sometimes it's hard to overcome is, yes, like you said, usually we start out with a very defined problem and, you know, we maybe build some kind of like I did when we built our little thing.

And And that's great.

And, but then eventually, I don't know, the product starts getting bigger, and you start solving more problems, right? And you start, you start, you have like multiple segments and buyer audiences, and not only buyer audiences, but maybe investor and other all kinds of audiences that you're starting to talk to.

And To just say we solved this one problem, it becomes almost impossible because we solved so many different problems.

The challenge is how do we boil this all down once things start getting complex? That's where I think a lot of teams, at least when they come to me, they seem to say this is something we're really struggling with.

Got it.

But then how do they find that type of a change, that bigger picture? Because Benioff did it greatly, but it's very bold to say that software is out when you're selling software, but you're selling just a different software.

And every single tool on the market right now, they're feeling that, well, we do need to do more storytelling, better storytelling, because there's so much noise everywhere.

But then how can those marketers identify that change that is big enough for them to work on?

Yeah.