Building a strategic narrative that a sales team can repeat
A brand story that lives in the marketing department is a cost. One that a salesperson can retell without notes is an asset.
Demand and sales
Why before what: the Grounding Pen test
A pen with no story is a pen. The same object, with a reason for existing, becomes something a person chooses on purpose.
A sales story must teach the buyer how to decide
Enablement fails when it explains the product instead of the decision.