A few years ago, after completing an engagement with Lee Hecht Harrison in working on the narrative for the launch of what became known as their “Active Placement” service, their then CRO Kevin Gagan said to me:
That comment has stuck hard with me. Somedays, I believe Kevin is correct. I see this especially with clients who have great ambition for their offerings, and struggle to narrow down their message for better impact. But when they do, often it creates new strategic focus in many aspects of the go to market, be it product roadmap, packaging, pricing or channels. The story drives the strategy.
Other times, the vision and strategy are very well defined. Often driven by entrepreneurial leaders with an innate sense for the buyer and the customer, the product, packaging and go to market plan are strategically sound, but the story is so narrow that it undersells the offering and doesn’t break through. When you fix that, clearly the strategy is driving the story.
So I decided to ask my LinkedIn connections what they thought.
As you can see, they were somewhat divided, with a plurality saying that Strategy drives story. But I have now landed in the 29% that says it’s a give and take. When story and strategy evolve together, they can create a “virtuous cycle” of a powerful and impactful GTM narrative and mix. Story drives strategy drives story in a never ending dance.
In one Hatha Yoga You-tube class I do, the instructor says,
Strength and flexibility, engagement and relaxation, each reinforced by the other. Story and strategy, the Yin and Yang of B2B Go to Market Success.
May all of you and your customer’s Hero’s Journeys be successful, transformative and rewarding – Namaste – Ken!