[REPLAY] Storytelling for Success: How to Design a Convincing Product Narrative

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To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling

.My guest today is Andy Raskin, strategic consultant and storytelling expert. In this episode, you’ll learn how to use storytelling frameworks to establish trust, create emotional connections, and gain traction.

Topics covered:

• What Andy think “positioning” exactly is
• An example of a company that does narrative positioning well
• Can you measure the success of product positioning?
• How to create urgency in your positioning
• Why the CEO should lead the product positioning exercise
• How Andy implements his framework in 5 steps
• The one question that sparks debate in positioning discussion
• How you should approach positioning when you have multiple target audience
• What Andy thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

• Andreesen Horowitz
• First Round Capital
• Salesforce
• Intel
• Square
• Uber
• 5 Proven Methods for Positioning Your New Product
• Crossing the Chasm
• Drift
• Marc Benioff
• Zuora
• The Greatest Sales Deck I’ve Ever Seen
• Tailoring Your Pitch for Multiple Audiences
• Never Split The Difference
• Story: Style, Structure, Substance, and the Principles of Screenwriting
• Ira Glass
• This American Life
• Andy’s LinkedIn
• Andy’s website
• Narrative Design: Craft a Story Using Conspiracy Principles
• 13 Positioning Principles From Hungry Hungry Hippos

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