The power of strategic narrative | Andy Raskin
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- Опубліковано 20 чер 2024
- Andy Raskin helps CEOs align their leadership teams around a strategic narrative-a single story that powers success in sales, marketing, product, fundraising, and recruiting. His clients include Gong, Dropbox, Uber, Salesforce, Square, IBM, and many others. In today’s episode, we discuss:
• What a strategic narrative is, and how to craft one
• How having a strategic narrative can bring alignment to your entire company
• Examples of strategic narratives in action
• Who needs a strategic narrative and who doesn’t
• Why Andy thinks about movements instead of categories
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Find the transcript at: www.lennysnewsletter.com/p/th...
Where to find Andy Raskin:
• LinkedIn: / andyraskin
• Website: www.andyraskin.com/
• Podcast: andyraskin.com/podcast/
Where to find Lenny:
• Newsletter: www.lennysnewsletter.com
• Twitter: / lennysan
• LinkedIn: / lennyrachitsky
In this episode, we cover:
(00:00) Andy’s background
(08:03) What is a strategic narrative?
(10:34) How Salesforce would have pitched the old way
(12:02) Examples of a strategic narrative in action
(15:23) How one piece of writing skyrocketed Andy’s career
(16:40) The power of writing online
(17:53) Two paths to writing online
(19:27) Naming the old game
(20:59) Naming the stakes
(23:29) Naming the objective
(25:17) Naming the obstacles
(26:35) Overcoming the obstacles
(26:57) How the strategic narrative parallels the hero’s journey
(28:25) Telling one story well vs. being a good storyteller
(29:18) The 5-step framework summarized
(31:33) An example of the 5-step framework in action
(36:12) The impact of shifting to the strategic narrative approach
(39:08) Companies that are nailing their strategic narrative
(40:36) Why Andy thinks about movements instead of categories
(44:15) Should every company have a strategic narrative?
(46:33) Signs that something is broken in your strategic narrative
(48:53) Steps to get started on your own
(51:36) How to reach Andy
(51:53) Why the second session is the low point in the process
(55:30) Why the CEO needs to be part of the process
(57:40) Lightning round
Referenced:
• Salesforce: www.salesforce.com/
• Marc Benioff: / marcbenioff
• Zuora: www.zuora.com/
• The Greatest Sales Deck I’ve Ever Seen: / the-greatest-sales-dec...
• Gong: www.gong.io/
• Tien Tzuo: / tientzuo
• Want a Better Pitch? Master the “Move”: / want-a-better-pitch-ma...
• Star Wars: www.starwars.com/
• The Hero with a Thousand Faces: www.amazon.com/Thousand-Faces...
• 360Learning: 360learning.com/
• Nick Hernandez: / nicoconut
• Amit Bendov: / amitbendov
• Drift: www.drift.com/
• OneTrust: www.onetrust.com/
• “Shitty First Drafts” by Anne Lamott: learning.hccs.edu/faculty/pam...
• Story: www.amazon.com/Story-Substanc...
• Out of Sheer Rage: www.amazon.com/Out-Sheer-Rage...
• Station Eleven: www.imdb.com/title/tt10574236/
• Fitbit: www.fitbit.com/global/us/home
• Apple Watch: www.apple.com/watch
Production and marketing by penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
Lenny may be an investor in the companies discussed.
I love this. All about storytelling narrative. 'The Arrogant Doctor' is an excellent take on the method.
"Make the title, the takeaway of the slide! It's a takeaway, not a label." Thank you, Andy! Thanks Lenny for hosting yet another insightful podcast.
i’ve been using the term “story” as a type of north star for my team to go forward, and am so excited to have found this interview that goes a step deeper from where we are
Incredibly valuable -- so hard to find good advice and structure around storytelling/narrative creation.
This is a very interesting concept. Goes back to earlier writings by Guy Debord about how important narrative is in today's world
Great stuff
Hey Lenny, I just watched your video and I must say that it was really informative, very useful and well-made. I loved your videos. I was wondering if I could help you edit your videos and also make highly engaging shorts for you?
any thoughts regarding editing?
Long time listener. Big time lover of the pod and your writing.
I've read some of Andys LinkedIn posts and really found them valuable and insightful. But I don't think he managed to properly sell the "strategic narrative" approach that well here. Seems like he was struggling to articulate basic parts of the "framework" and the unwillingness or inability to do so unfortunately leaves me with a sense of him wanting companies to hire him.
I feel like you also lost enthusiasm during the interview and struggled to have him really express what he thinks. Was I alone with that feeling?
No, you were not alone! I felt exactly the same. To contrast, the episode with April Dunford was way more helpful - it was clearly articulated and gave me a framework to work with.