The Strategic Narrative Workshop

TL;DR; Your strategic narrative is the backbone to the story that you convey to the market. If you want to stand out and have a unique voice, developing a strong strategic narrative is a must.

Too few b2b brands take the time to develop one and miss out on the extra attention and demand they’d generate if they had one and put it to use. In this newsletter, we’ll go through the process step by step!

It’s story time…

Storytelling in B2B is wildly misunderstood and rarely executed well. It’s often dismissed as fluff and not given the oxygen needed to make it work.

Simply put, storytelling is articulating the value your brand brings to the market in a relatable and engaging way.

Thinking about it like this, why wouldn’t a B2B brand invest in storytelling”?

Especially when it’s the foundation to getting what B2Bs crave:

Attention, credibility and demand for their solution.

So, in this newsletter, we’re going to work through a framework for building a strategic narrative, which will be at the heart of your story.

We’re going to workshop it, so get ready with a pen and pad, we’re going in deep!

Harnessing the Power of a Strategic Narrative with Andy Raskin's Framework

In the realm of B2B marketing, a strategic narrative serves as the backbone of storytelling.

More than just a collection of facts, it captures your brand's essence through a compelling tale that resonates with your target audience.

By crafting a strong strategic narrative, you're shaping perceptions and driving audience decisions.

When it comes to developing a strategic narrative, the tried and tested Andy Raskin framework is the go-to method.

This powerful storytelling tool provides a clear roadmap, breaking down the strategic narrative into five key components.

By following this framework, you'll create a strategic narrative that not only aligns with your overall marketing strategy but also speaks directly to the hearts and minds of your audience.

The Strategic Hierarchy and the Role of the Strategic Narrative

Before we start workshopping the framework, let's dive into a quick overview of the strategic hierarchy, with a focus on the position of the strategic narrative and its relationship with other elements.

Strategy: The foundation of marketing, answering where to play and how to win, guiding all subsequent hierarchy levels for unified marketing direction.

(We are here!) Strategic Narrative: Built on strategy, it's a compelling story resonating with your audience and aligning stakeholders.

Brand Point of View: Your unique market perspective, informed by the strategic narrative, differentiating your brand in the marketplace.

Positioning: Communicating your brand's unique value proposition, establishing a distinct market space.

Messaging: The 3-5 key message “bucket” ensuring relevance, consistency and clarity.

Tactics: Tangible elements connecting your brand to your audience, informed and strengthened by the strategic hierarchy's upstream work.

Now that we understand the context of the strategic narrative, let’s go through the framework one section at a time.

Andy Raskin’s 5 Part Strategic Narrative Framework Breakdown

The Change in the World: A Catalyst for Action

The first component of the Strategic Narrative framework, "The Change in the World," focuses on identifying a major, undeniable shift that affects your audience and creates both high stakes and a sense of urgency.

This element serves as the catalyst for your strategic narrative, laying the groundwork for the story you're about to tell.

By pinpointing a change that has profound implications for your target audience, you can create a compelling narrative that resonates with their pain points, aspirations, and needs.

Furthermore, highlighting this change establishes the context for your brand's solution and sets the stage for the challenges and opportunities that lie ahead.

Example:

Consider, for example, a B2B company that provides remote work solutions. The COVID-19 pandemic led to a massive shift toward remote work, dramatically changing the way businesses operate.

This company could use the pandemic as their "Change in the World" element, emphasising the sudden and widespread need for remote work tools and the challenges businesses face in adapting to this new reality.

Action question:

Now it's time to reflect on your own business.

Ask yourself: What significant change is taking place in the world (or has taken place over the last 5-10 years) that creates both high stakes and urgency for my audience?

How does this change impact their lives and the way they do business?

By identifying and understanding this pivotal shift, you can begin crafting a strategic narrative that speaks directly to your audience's experiences and compels them to take action.

The Stakes: Winners and Losers in a Changing World

As the world changes, new opportunities and challenges arise, creating winners and losers in the process.

In the Strategic Narrative framework, the second component, "The Stakes," is dedicated to illustrating the potential outcomes for your audience based on the change you've identified.

This step is vital, as it adds stakes and urgency to your story, compelling your audience to pay attention and take action.

By demonstrating the potential consequences of the change in the world, you can make your narrative more relatable and impactful.

Your audience will be able to see themselves in the story, understanding the risks of not adapting and the rewards of embracing your solution.

Example:

Let's take the example of the B2B remote work solutions company. In this case, the stakes could be framed as follows:

Businesses that quickly adapt to remote work and implement efficient tools and processes will thrive, gaining a competitive advantage, while those that fail to adapt risk falling behind, losing productivity, and ultimately jeopardising their success.

Action question:

With this understanding, ask yourself:

What are the stakes for my audience as a result of the change I've identified?

Who stands to benefit or lose the most, and how can my brand play a role in shaping the outcome?

By defining the stakes for your audience, you can create a powerful sense of urgency in your strategic narrative that motivates them to engage with your brand and consider your solution as the path to success.

The Promised Land: Envisioning a Brighter Future

The third component of the Strategic Narrative framework is "The Promised Land."

Here, you paint a vivid picture of the ideal future state your audience can achieve by embracing the change and following your proposed solution.

The Promised Land serves as a beacon of hope and inspiration, showcasing the benefits and opportunities that await those who take action.

By presenting a compelling vision of the future, you can instil a sense of desire and motivation in your audience, encouraging them to embark on the journey with your brand as their trusted guide.

This optimistic outlook helps create a strong emotional connection with your audience, as they begin to imagine the possibilities and the transformative impact of your solution.

Example:

Returning to our B2B remote work solutions company example, the Promised Land could be a world where businesses operate seamlessly in a remote work environment, enjoying increased productivity, flexibility, and collaboration.

Employees are empowered to work from anywhere, leading to a healthier work-life balance, while companies save on overhead costs and access a global talent pool.

Action question:

Now, consider your own strategic narrative:

What does the Promised Land look like for your audience?

How does your solution help them overcome the challenges posed by the change in the world and achieve this ideal state?

By clearly articulating the Promised Land, you can inspire your audience and give them a powerful reason to join you on the journey towards a better future.

Your Unique Approach: Introducing the "Magic Gifts"

The fourth component of the Strategic Narrative framework focuses on your unique approach, or what Andy Raskin refers to as the "magic gifts."

This is where you introduce your product or service as the secret weapon that helps your audience overcome challenges and reach the Promised Land.

These "magic gifts" are the special attributes, features, or capabilities that set your solution apart from the competition, positioning it as the ideal choice for your target audience.

By showcasing your unique approach, you emphasise the value your solution brings to the table, effectively demonstrating why your brand is the perfect partner for your audience's journey.

This part of the narrative reinforces your positioning and fosters trust, as it highlights the innovative and transformative power of your offering.

Example:

For example, the B2B remote work solutions company could introduce its advanced project management software, AI-driven communication tools, and comprehensive employee training programs as the "magic gifts" that enable businesses to thrive in a remote work environment.

These features work together to streamline operations, foster collaboration, and boost productivity in ways that traditional solutions simply can't match.

Action question:

Take a moment to reflect on your own strategic narrative:

What are the "magic gifts" that make your offering stand out from the competition?

How do they specifically address the challenges and opportunities presented by the change in the world?

By highlighting your unique approach, you can effectively showcase the value your brand brings and position your solution as the key to unlocking the Promised Land for your audience.

Evidence and Validation: Proving Your Brand's Worth

The final piece of the Strategic Narrative framework is evidence and validation.

In this stage, you provide proof that your brand can deliver on its promises, and that your solution is capable of guiding your audience to the Promised Land.

This evidence can come in various forms, such as case studies, testimonials, industry awards, or partnerships.

By presenting solid proof, you reinforce your brand's credibility, bolster your audience's confidence, and strengthen the overall narrative.

Example:

For instance, the remote work solutions company could share success stories of businesses that have implemented their tools and experienced increased efficiency, improved collaboration, and a more engaged workforce.

They could also showcase partnerships with industry leaders or present awards they've received for their innovative solutions.

Action question:

Now, consider your own business:

What evidence can you provide to validate your brand's capabilities and solidify your strategic narrative?

Are there any success stories, partnerships, or accolades that demonstrate your solution's effectiveness in addressing the challenges and opportunities presented by the change in the world?

By incorporating evidence and validation into your strategic narrative, you can foster trust and inspire confidence in your brand's ability to guide your audience towards the Promised Land.

Putting Your Strategic Narrative to Work: Storytell and Foster Alignment

Now that you're familiar with the strategic narrative framework (and hopefully put one together), it's time to harness the power of this invaluable storytelling tool.

To inform storytelling, start by leveraging your strategic narrative to create content that genuinely resonates with your audience.

By consistently presenting your brand's story across all communication channels, you'll build a stronger connection with your target audience while reinforcing your positioning.

Creating alignment between stakeholders, departments, and your audience is another crucial aspect of using your strategic narrative effectively.

Share your narrative with internal teams and stakeholders, making sure everyone understands its importance and how it influences your marketing efforts.

This shared understanding will help maintain a unified message across departments and ensure that every team member is working towards the same goals.

Additionally, engage your audience by incorporating the strategic narrative into customer-facing interactions, such as sales presentations, webinars, and customer service.

By consistently sharing your story, you'll foster a sense of connection and build trust, ultimately creating alignment between your brand and your audience.

Remember, a strategic narrative is a living, evolving story that should grow and adapt as your brand and market landscape change.

Regularly revisit and refine your narrative to ensure it remains an integral part of your B2B marketing strategy.

In doing so, you'll captivate your audience, create lasting connections, and maintain alignment within your organisation.

I hope that you found this useful. If you have any questions, please let me know. I read every email I get sent and always respond.

As ever, thank you for reading.

Amir