How to ensure your brand stands out in a sea of sameness For children who grew up in the 1980s and 1990s, meticulously combing through dizzying puzzle pages in pursuit […]

When note taking app KustomNote rebranded itself as Transpose, “the easiest way to run your business,” they had good reason to think it would be successful. The B2C startup had […]

(And that’s okay.) “We’re the Uber of babysitting.” “It’s like Airbnb for bikes.” “Imagine Uber for dog walking.” It’s the shorthand founders of supposedly innovative companies use to describe their […]

When customers discover a consistent story of change—they can’t wait to buy   In late 2023, LinkedIn’s B2B institute analyzed 7,046 brands on its platform. It found only 16 percent—16 […]

Are you one of the 160 million people who shared a Spotify Wrapped playlist last year? Music is a deeply personal and emotional experience. It tells others who you are. […]

Among the 70,808 people in the rowdy crowd of Buffalo Bills fans at the 2024 AFC East Championship Game was third-grader Ella Piazza. Like most eight-year-old girls, Ella had never […]

Every year, around 4.4 million new businesses are launched in the United States, but between 15 percent and 25 percent of them won’t make it past their first year. In […]

Who’s the protagonist of your brand’s narrative? Essential brands build their strategic narrative around their customer, sharing the story of how the customer can overcome their challenges with the help […]

Unlocking Go-To-Market Success with Strategic Narratives for B2B Technology 75 percent of venture-backed companies never return cash to investors. Even with the advantages of capital and a product in which […]

How Strategic Narrative Takes Your Company From Chaos to Clarity by Payton Shand “A company without a story is usually a company without a strategy.”  Entrepreneur and venture capitalist Ben […]