Andy Raskin: evaluation

Transcript context

…Is the strategic narrative framework right for essentially any company or is there a sweet spot? And I've noticed most of the companies you've been talking about are B2B SaaS. So I don't know, maybe if there's a spectrum of perfect fit for strategic narrative framework and then not a fit at all. What's along that spectrum? Yeah, well you can see, I mean it takes a little time to tell this story and you were kind of framing it a little bit and we're telling it in lots of different channels. So I think it does really play well in this enterprise sales context because also we have a group buyer there. So it's not just one person who's doing some research. This whole group has to have a uniting story. So I think you're right that in noticing that the companies that this tends to resonate with tend to be B2B, enterprise sales, technology I think because often the product is very complicated. That arrogant doctor stuff comes from an age when the things people were selling were products on shelves that didn't change much, cans of soup at the supermarket or a car in a dealership. Even software back then, shrink-wrapped in a box, doesn't change. B2B software, this stuff is changing by the minute. And does it even make sense to make a claim to say, "Oh, we have these features and they have those features, therefore we're better," does that make any sense? That said, hey, I was looking for a sports watch, a Fitbit and I'm comparing specs and I'm doing all that stuff. And so that mode of buying is still happening, but I think, so yeah, when consumer products companies contact me, I usually say, "No." Occasionally they still say, "Okay, yeah, we'll build this, we still want to have this narrative." But yeah, I think it has the most value, most impactful right away for B2B enterprise technology companies. Just a few more questions. One is just what's a sign that you should spend time in this area, that something is broken in your strategic narrative story pitch?…

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