61 - How To Tell A Different Story And Create A Movement - Andy Raskin, The Storyteller Of Silicon Valley

Andy Raskin is the master of strategic narrative. Andy helps CEOs align their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. Clients include VC-backed companies funded by Andreessen Horowitz, Accel, Google Ventures, First Round Capital, and other top investors. He has also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel, General Assembly and more. Here's what we cover: Why Andy decided to invite his mom to co-create LinkedIn video clips; What does "strategic narrative" mean exactly, and how is it different from our traditional approach to "positioning"; What questions you should be asking customers to help craft your strategic narrative (HINT: they're not about your product); What's the difference between "creating a category" and "creating a movement"; Why is your startup’s “origin story” not the same as your “strategic narrative”; So you want to create your strategic narrative - where do you start? What are the most important steps? Not every business is there to "help you play a new game". For more established companies that want to re-invent themselves, what do they need to do? What led Andy to be master of strategic narratives; What are some strategic narrative pitfalls to avoid? You can reach Andy on LinkedIn: www.linkedin.com/in/andyraskin Find out more about Andy and his work: www.andyraskin.com  The Bigger Narrative podcast: https://andyraskin.com/podcast Why Great Pitches Come From Customers (referenced during the episode): https://www.linkedin.com/pulse/why-great-pitches-come-from-customers-andy-raskin This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

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