![]() What if you think of this the other way around and work backward? What if you create the narrative first, even before your product exists? We are confused because we believe that branding will come to hide all the holes in your product and your strategy, just like paint covers rotten wood… until things fall apart. My concern: what does a "narrative/story/pitch" even mean? Given the number of incredibly uninspiring pitches out there, it seems like there is a lot of room for improvement. A good pitch will make people want to buy your stuff. Most entrepreneurial leaders know that when their innovative product is ready, they need a good pitch to launch it. The word "narrative" is used as a fancy synonym for "sales pitch", the magic story that sells more of your stuff once the stuff is already built.Ī good pitch will indeed help the diffusion of innovation.The words "story" and "narrative" seem interchangeable.I believe that's how most of us think of it. ![]() So, logically, it comes after you have something new to take to your market. Here, the narrative is understood as the communication device meant to sell innovation. Kind of a which-came-first-the-chicken-or-the-egg question at first sight. Shortly after our call, I started pondering the relationship between narrative and innovation. She was working on a presentation for an early-stage conversation with a potentially large client, and she was afraid, rightly so, to brag too much about the greatness of her company's invention. ![]() A few weeks ago, I explained to one of my CEO clients that she should work backward and think of her product as the manifestation of her company narrative. ![]()
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