It happens all the time. The gap between the external communication and the conversations with the CEO and/or founders. The conversations are inspiring and compelling, but the external communication is the opposite. There are three gaps.
1. The standout gap
You are not different. You do not stand out. Your value proposition and business case are no longer compelling. Your competitive edge is not clear.
2. The strategy gap
You lack the strategic rationale and the right future framing to convey your long-term potential effectively.
3. The narrative gap
The story of what makes your company interesting, exciting, unique, different and future-fit is no longer strong enough. You have lost momentum. Your staff have lost clarity. Your investors are losing confidence. You are not selling enough.
Strategic narrative
It isn’t about social media, marketing or advertising. It is about a strategic narrative that articulates the true, enduring value that your company creates—today and tomorrow. It’s the platform that aligns leadership, energises your staff and restores market confidence.
- It frames the future and the value proposition in that future
- It inspires belief across all stakeholders
- It defines the categories you play in and how you can win
- It clarifies your company’s capabilities
- It becomes a catalyst for future fitness, growth, innovation and cultural transformation
Without a sharp, distinctive, and inspiring narrative, you cannot compete. You end up in commodity hell. Staff, clients and investors will leave. The opportunity will disappear. However, if you develop the correct narrative, you will create new momentum. Rewriting your strategic narrative creates new opportunities, cultural impact and a brand that is credible, authentic and compelling.
The steps
The process:
- Mapping your tangible and intangible assets—mission, values, culture, data, clients, strengths, history, success stories, reputation, and more.
- Agreeing the strategic filters
- Development of an information dashboard
- Scenario prompts/planning
- Messaging framework, crystallising your messaging, co-created with stakeholders.
Depending on your organisation’s size and complexity, this journey takes a few weeks. Combining classical analysis, stakeholder interviews, and co-creation workshops to ensure a full view, inside-out and outside-in.
The outcome
You walk away with more than a story or strategic framework. Working with me will provide you with:
- A practical, execution-ready communication strategy
- A unifying, high-touch leadership experience
- A renewed sense of purpose and direction
Some links to books
- Leadership is story telling
- Combining story telling with story doing and become authentic and different
- The marketing playbook for storytelling
I also wrote a book about books on the topic. The title is “Strategy, scenarios + storytelling“. Drop me a line if you want a free copy.
