From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework

Building high growth companies is hard — without a sense of purpose, you will inevitably burn out. That is why behind every investment we’ve made is a founder who has found his/her true purpose. 

The networked, fast-paced culture of the 21st century needs companies that can take complex subjects and turn them into cogent, compelling, and inspiring human narratives.

the story is not about marketing. The story is the strategy.

As Mark Bonchek highlights in his widely popular Harvard essay:“Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world. Don’t sell a product, sell a whole new way of thinking.”

“The best approach in over-communicated society is the oversimplified message.” — Al Ries

I’m convinced that storytelling will be the most differentiating business skill of the 21st century.

The biggest mistake people make when defining vision is to talk about their product. Your customer should dictate the story, and the story should dictate your product, not the other way around.

I’m convinced that storytelling will be the most differentiating business skill of the 21st century.

Strategic messaging isn’t just about words, it’s about creating clarity and purpose for your customers, team, and stakeholders.