Why You Need a Strategic Narrative and How to Create One

What is your company’s strategic narrative? Don’t have one yet? It’s time to start thinking about the story your company tells.

In this episode, Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, explain why you need a strategic narrative, and clue us in on Metadata’s journey towards building one.

We also hear where narrative fits in with your company mission and vision, what to do with feedback, and why copy should inform design.

Find out:
• What a strategic narrative means and why you need one
• Why story should become your company strategy
• Why your narrative needs to be led by your CEO

Tune in to the full session to learn some tips on how to build your own strategic narrative.

0:00 – 0:31 Introduction
0:32 – 4:16 Metadata’s journey to build a strategic narrative
4:16 – 9:51 What is a strategic narrative?
9:51 – 10:52 Where a strategic narrative fits into a company’s mission and vision
10:53 – 12:22 Why your story should be your strategy
12:22 – 14:14 Why your narrative should come straight from your CEO
14:14 – 15:55 Using stakes, not problems, as the focus of your narrative
15:56 – 17:56 Why your narrative shouldn’t focus on you
17:56 – 29:14 Metadata’s process for focusing on a strategic narrative
29:14 – 31:53 Why it all starts with a narrative deck
31:53 – 34:23 How to deal with feedback
34:23 – 37:11 Building a strategic narrative framework
37:11 – 39:14 Important lessons from building a strategic narrative
39:14 – 42:55 Why your message needs to be consistent
42:55 – 43:49 What you need from your sales and marketing teams
43:49 – 44:31 Outro

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