Storytelling 101: The Underdog

We’ve been discussing the importance of articulating the problem before you sell a solution in B2B storytelling. It relies on having a challenge to overcome in order for the audience to appreciate the solution.  So – how do you communicate to a customer who’s unaware that they have a problem?  How do you get them…

Values to power brand positioning – and more.

In our last post, we talked about the importance of values for businesses. Strong values create the foundation for a company’s purpose, brand positioning, product strategy, and culture. Identifying and communicating those values to your customers, employees and other constituents can have a galvanizing, energizing effect on businesses. In Jim Stengel’s excellent book GROW, he…