I use my framework to help guide a narrative from start to end. It gives us some guardrails and ‘rules’ to follow. Every company is different so every engagement will vary, so it’s nice to have a framework that allows for custom work but to keep everyone aligned. Below are the steps in my framework. If you’d like more detail on each one and how to apply it, check out my free narrative training video.
First, you must address a change happening in your industry. Take time to brainstorm the landscape of your industry and think of innovations, regulations, attitudes, culture shifts, changes in business, etc. This change can’t be any ol’ change, it needs to fall into these categories as well: relevant, dramatic, happening regardless of your product, binary, and describe how.
Then we raise the stakes of this change. We divide the future into 2 possible outcomes: e.g., desire and fear, winning and losing, thrive or die - This should be emotional. Give examples of companies who’ve already adapted to this change and are winning.
After the stakes, we create the ideal world for our buyers. If done right, this is where your movement will form. It will be your company’s North Star, every move you make will revolve around this concept. Like the change, the ideal world needs to follow some guidelines as well. This world needs to be: desirable, improbable to get to without your product, balance between short-term and long-term aspirations, motivating, emotional, align everyone in your company, worded the way your customer talks, and define a profitable category. (I know that’s a lot, check out my video explaining it in more depth here).
Next, we come face to face with obstacles. These are common issues in your industry that make reaching the ideal world difficult. Here, you lay them out and then tout your product’s features and benefits.
Then, you show your evidence to prove you can get your buyer to their ideal world. This could be reviews, testimonials, product demos, etc.
Lastly, we test this narrative in sales conversations, presentations, or pitches.
Viola! That’s a quick framework for getting a first draft of your narrative for your company.
