Across the range of my practice, I get the most interest in strategic narrative. I believe this is because companies are facing two challenges:
- They need to tell new kinds of stories: to employees about digital transformation, to investors about market differentiation, or to customers about new products and services
- They need to tell more engaging and integrated stories. In the age of social networks, you can't control message the way you used to, and you can't say different things to different audiences. What really matters is not what you say, but what people say about you to each other.
For years, Madison Avenue and Wall Street looked to Hollywood for a model of how to tell stories. But what works for Game of Thrones won't work for cloud computing--and what entertains someone for an hour won't necessarily engage them for a lifetime.
If you've worked with me, you know I’m not interested in being a Chicken Little who tells people the sky is falling. I like to teach people how to build roofs. And a strong strategic narrative is one of the best roofs your brand can have.
I've developed a new model of strategic narrative, designed for organizations competing in a digital age. I’ve seen its power working with companies across a wide range of sizes and industries, including retail, professional services, health care, finance and technology. I’ve even used it to help one of the stars of Hamilton, Mandy Gonzalez, launch her solo career.
On Friday, October 27 at 12 pm EST, I’m offering a free webinar on strategic narrative. I'll explain the seven elements of my model, show examples from market innovators, and conduct a brief clinic that will get you started applying my approach to your own communications. And after the webinar, you will receive an email mini-course to continue putting the method into practice.
I hope you can join me. Even if you can't make it, we'll send registrants a recording of the webinar along with the mini-course. So please sign up even if you aren't sure you can attend. And feel free to invite your colleagues.
P.S. I'm looking for participants who would be willing to workshop their strategic narrative live at the webinar. If you're interested, please indicate that during registration.