Narrative strategy
Story is such a high leverage investment because it gives your team a framework for how to deliver a truly differentiated experience people talk about.
Think of it more like an operating system than a one-off campaign; one that helps teams prioritize new features, copy, & goals to make their brand unforgettable.
Think of it more like an operating system than a one-off campaign; one that helps teams prioritize new features, copy, & goals to make their brand unforgettable.
The "why" and "how" behind Off-Menu (which might surprise you)
Narrative-market fit is that intersection between:
Questions your audience is asking
Questions you can credibly answer
Topics that are valuable for your business.
When you have that figured out, you know which topics to write on and which to decline.
How to share your POV in fresh ways across content
One challenge of our era, if not the defining challenge, is to reach a coherent, actionable understanding of what is happening in our culture. This is always what I have tried to accomplish with my writing, and increasingly this is what I find myself doing in work. Little today is clear. There are still questions to be answered on how to orient to ... See more
Tom Critchlow • Narrative Strategy
It’s increasingly clear to me that a consultant that can help shape the narrative of an organization can have real impact on everything from the brand’s position in culture to the way product teams prioritize and ship features.
In this age of audience first brands, smart leaders are realizing the power of writing and the power of creating an ongoing... See more
In this age of audience first brands, smart leaders are realizing the power of writing and the power of creating an ongoing... See more
Tom Critchlow • Narrative Strategy
... See moreA POV tells employees how to act and guides their decisions. Everything a company does, day in and day out, should align with the point of view. If the POV is clear and employees buy into it, the company will practically manage itself. But that doesn't mean you can just post a POV on your website and expect it to work. Leadership has to evangelize
In the process of researching, thinking through, and writing, we end up bringing ideas within the company and influencing its thinking. In some cases this is even done on purpose, not just as a side benefit of writing. Many of us become a kind of “Editor-in-chief of ideas circulating in the organization.”
Tom Critchlow • Narrative Strategy
I’m trying to achieve narrative-market fit, which I see as deeply understanding your market of readers to figure out what questions they have that you can answer, and finding what fits.
In building a media platform, that’s one of the most important things: knowing what questions you are responsible for answering, and which ones you are credible enou... See more
In building a media platform, that’s one of the most important things: knowing what questions you are responsible for answering, and which ones you are credible enou... See more