What's Your Story?

The Power of Narrative in Company Growth

This session was originally presented on July 8, 2021. While a strong product is essential, it is a captivating narrative that truly drives a company forward.

Key Insights from Doug Landis

Doug Landis, a seasoned leader with experience as Chief Storyteller and Go-To-Market strategist at companies like Box, Salesforce, and Google, presented core storytelling mechanics.

These mechanics are designed to help businesses refine their foundational narratives – their origin story, their product story, and the stories of their customers.

Mastering Core Storytelling Elements

The focus of the session was on how to effectively craft and deliver these crucial stories.

• Origin Story: Defining the 'why' behind your company's existence.
• Product Story: Communicating the value and benefits of your offering.
• Customer Story: Showcasing how your product solves real-world problems.

By honing these narratives, companies can effectively engage audiences and accelerate growth.

Landis emphasized that a well-articulated story is the catalyst that sets a company into motion, transforming a good product into a thriving business.