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

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

The single most important thing you can do for your company today is to define your MTP. It will make decision-making easier, it will make recruiting easier, it will make fundraising easier, and perhaps more importantly, it will make your life more meaning

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 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.

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.”

In a world with free information, abundant data, and virtually no barriers to entry, companies will succeed by selling purpose, not a product.

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

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

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.