I know this firsthand because Coda does that for me. You've heard me talk about how Coda is the doc that brings it all together, and how it can help your team run smoother and be more efficient. Enjoy this episode with Andy Raskin after a short word from our sponsors. Andy also shares a ton of examples of the framework in action, why focusing on categories and category creation is so limiting, signs your narrative needs to work and so much more. In our conversation, Andy explains why most people are pitching their product completely wrong, why focusing on the problem you're solving for people is no longer an effective pitch and how the strategic narrative helps you frame your solution in a much more effective way. And with that helps you align your sales, marketing, and product teams along with your fundraising and even your hiring efforts.Īndy has worked closely with some of the most successful founders and companies out there, including companies like Gong, Dropbox, Uber, Salesforce, Square, IBM, and many others. Andy helps CEOs and company leaders align their teams around something he calls a strategic narrative, which as you'll learn all about in this episode, is essentially a simple story that helps people understand why they need your product. Welcome to Lenny's Podcast where I interview world-class product leaders and growth experts to learn from their hard won experiences building and growing today's most successful products. And we're going to help you if you're in there." This structure really is about defining a movement, and that's very different from, "Hey, I'm going to solve your problem." So he comes in and he says, "Hey, software is over and there's this new world called the cloud, a new game, new rules. The archetypal example of this, I think in the business world, is what Benioff did with Salesforce. Every movie starts with some kind of shift in the world, and I call this shift the shift from the old game to a new game. And the structure that I read about in these movies was different. So you have a problem, a pain, I have a solution, a treatment, and I'm going to tell you why it's better than all the other treatments. The way I learned how to pitch in business school, and I think the way most people did is what I call the arrogant doctor. Get full access to Lenny's Newsletter at Transcript For inquiries about sponsoring the podcast, email may be an investor in the companies discussed. Want a Better Pitch? Master the “Move”:.The Greatest Sales Deck I’ve Ever Seen:.(55:30) Why the CEO needs to be part of the process (51:53) Why the second session is the low point in the process (46:33) Signs that something is broken in your strategic narrative (44:15) Should every company have a strategic narrative? (40:36) Why Andy thinks about movements instead of categories (39:08) Companies that are nailing their strategic narrative (36:12) The impact of shifting to the strategic narrative approach (31:33) An example of the 5-step framework in action (26:57) How the strategic narrative parallels the hero’s journey (15:23) How one piece of writing skyrocketed Andy’s career (12:02) Examples of a strategic narrative in action (10:34) How Salesforce would have pitched the old way Why Andy thinks about movements instead of categories.Who needs a strategic narrative and who doesn’t.Examples of strategic narratives in action.How having a strategic narrative can bring alignment to your entire company.What a strategic narrative is, and how to craft one.His clients include Gong, Dropbox, Uber, Salesforce, Square, and IBM. Find the best product gigs | Eco-Your most rewarding appĪndy Raskin helps CEOs align their leadership teams around a strategic narrative-a single story that powers success in sales, marketing, product, fundraising, and recruiting. Brought to you by Coda-Meet the evolution of docs | Lenny’s Job Board-Hire the best product people.
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