It’s about articulating and sharpening your customer proposition so that you are differentiated and the right choice for the right people.

Too many firms focus on ‘what we do’. Their communications and sales pitch is ‘about us’.

That needs to turn on its head. It needs to be ‘about you’ – the people we are trying to engage.

Our key questions enable a clear focus on this.

The foundation of our work is three simple questions.

  • Who – exactly are we trying to reach with our story?
  • Why – will they care? What’s their agenda?
  • How – do we do what we do?

Interestingly, what we do is often the least interesting part of the equation.

Skilled and challenging questioning based on these three issues will begin to provide us with the answers we need to create a successful customer focused narrative.

How to differentiate in a crowded market: a 4 minute video

Stuart was acting as a moderator, but he was also a catalyst. He was able to distil the issues and make people focus on the aspects which really matter..We managed to fairly smoothly move into a process where we were aligned, where we were pulling in the same direction and where we were recognising that we needed this new thread, this new aspiration for us to move forward.

I think the workshop was phenomenally successful in that way, because we managed to find this common ground, and we managed to find something to inspire us…”

STEFAN KRUMMEK, PRINCIPAL, TFP FARRELLS (HONG KONG)

Stuart was acting as a moderator, but he was also a catalyst. He was able to distil the issues and make people focus on the aspects which really matter..We managed to fairly smoothly move into a process where we were aligned, where we were pulling in the same direction and where we were recognising that we needed this new thread, this new aspiration for us to move forward.

I think the workshop was phenomenally successful in that way, because we managed to find this common ground, and we managed to find something to inspire us…”

STEFAN KRUMMEK, PRINCIPAL, TFP FARRELLS (HONG KONG)

0203 283 8665

130 Old Street, London EC1V 9BD

contact@strategic-narrative.com