When customers discover a consistent story of change—they can’t wait to buy   In late 2023, LinkedIn’s B2B institute analyzed 7,046 brands on its platform. It found only 16 percent—16 […]

Are you one of the 160 million people who shared a Spotify Wrapped playlist last year? Music is a deeply personal and emotional experience. It tells others who you are. […]

Among the 70,808 people in the rowdy crowd of Buffalo Bills fans at the 2024 AFC East Championship Game was third-grader Ella Piazza. Like most eight-year-old girls, Ella had never […]

Every year, around 4.4 million new businesses are launched in the United States, but between 15 percent and 25 percent of them won’t make it past their first year. In […]

Who’s the protagonist of your brand’s narrative? Essential brands build their strategic narrative around their customer, sharing the story of how the customer can overcome their challenges with the help […]

Unlocking Go-To-Market Success with Strategic Narratives for B2B Technology 75 percent of venture-backed companies never return cash to investors. Even with the advantages of capital and a product in which […]

How Strategic Narrative Takes Your Company From Chaos to Clarity by Payton Shand “A company without a story is usually a company without a strategy.”  Entrepreneur and venture capitalist Ben […]

by Harry Meadows If you’ve ever been involved with a tech business, you’ve sat through more product demos than you can count. And for good reason: the people who give […]

by Ava Wolf Where you’re from says a lot about where you’re going—and why customers should take that journey with you. Every company has an origin story: the narrative that […]

by Payton Shand When it comes time to make a purchase, customers always have choices. And since they’re now more informed than ever before, their buying decisions increasingly come down […]