The Bigger Narrative

Choosing the right enemy is critical for a great strategic narrative. Also, my mom proposes an tweak to Influ2’s name.

A $6.5B services company adopts a new strategic narrative to convey differentiation in its market and guide employees. Also, my mom wants to get more personal.

How one of the world’s largest medical device makers is using a new strategic narrative to differentiate its software offerings from those of its biggest competitor.

In this conversation, Adrian Macneil, CEO of Foxglove, shares his insights on the pivotal transition in the robotics industry. He discusses the importance of a clear narrative for guiding product development and consolidating offerings into a unified platform. Adrian highlights the struggles of communicating data management's value to different audiences and emphasizes the need for customer feedback in fostering innovation. Additionally, he delves into the challenges of extracting meaningful data from robots and the strategies to effectively engage both investors and users.

NorthOne CEO Eytan Bensoussan discusses the challenges of articulating their company's vision and value proposition, as well as the difficulties of creating a unified message. They explore the concept of 'Connected Banking' and emphasize the importance of tailored tools for small businesses. The episode also highlights the incorporation of the strategic narrative in marketing communications.

As OneTrust grew through acquisition, CEO Kabir Barday craved a new narrative to help buyers, investors, and employees make sense of what it was becoming. My mom likes that I showed up to my first call with Kabir sweaty from ultimate frisbee.

Luke Bonney, CEO of Redox, talks about how Redox evolved from a technology brag to a strategic narrative. They discuss the challenges of integrating health care apps with electronic health record systems and the concept of composable healthcare. The podcast also highlights the importance of having a compelling company narrative and the role of the CEO in driving change.

To power its next phase of growth, Kandji is telling a bigger story. My mom agrees you have to limit the number of people in a working group to achieve alignment.

Sloan talks about aligning Contentful’s team and customers around a new strategic narrative about “Composable Content” to evolve the company, which has raised nearly $350 million, beyond its roots as a “headless” content management system.

After raising $240M, Nick crafted a strategic narrative that has not only made him more successful at selling 360Learning’s vision to other CEOs, but also became his team’s North Star for building and measuring the success of their product.