From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework

“The best approach in over-communicated society is the oversimplified message.” — Al Ries

I’m convinced that storytelling will be the most differentiating business skill of the 21st century.

the story is not about marketing. The story is the strategy.

The single most important thing you can do for your company today is to define your MTP. It will make decision-making easier, it will make recruiting easier, it will make fundraising easier, and perhaps more importantly, it will make your life more meaning

Building high growth companies is hard — without a sense of purpose, you will inevitably burn out. That is why behind every investment we’ve made is a founder who has found his/her true purpose. 

The biggest mistake people make when defining vision is to talk about their product. Your customer should dictate the story, and the story should dictate your product, not the other way around.

The fundamental difference between the framework I’m proposing and existing ones is that this one parts from the belief that decisions are 100% emotional, and hence puts people at the heart of your company.

The networked, fast-paced culture of the 21st century needs companies that can take complex subjects and turn them into cogent, compelling, and inspiring human narratives.

Strategic messaging isn’t just about words, it’s about creating clarity and purpose for your customers, team, and stakeholders.