Narrative as a System.

A story promotes emotion. A narrative promotes action – to join your cause, to change behavior, to be part of your movement. A narrative provides for a better understanding: of the company’s purpose, what solution it provides, and who they want to gather to make the vision a reality.

To that end, we think of narrative as a system with four large stages, where the stories are the output. Our end goal is to create a library of stories that exemplify your organization’s unique perspective, such that it is consistent and accessible.

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Listen

First and foremost, a narrative must answer the essential questions: what solution to which problem are you trying to solve for, why are you solving for it, and why are you solving for it now? Who are you trying to gather to help you solve for it? And what is your organization’s unique perspective? Before distilling any findings, we listen.

Align

We help determine a North Star metric and narrative audience. The North Star metric is a single metric that best captures the core value of your product. The organization’s narrative audience are those outside your organization that are a part of the product’s core value. By aligning the narrative to these two points, we believe it grounds your narrative from devolving into a fairytale.

Prototype

We translate all data points and research, and lay down the foundations of the narrative. We put your organization’s unique perspective to words, and allow for feedback. We provide a catalog of phrases and other expressions of the perspective for you and your team to start testing – to see if the narrative travels. 

Publish

Every written, oral, visual content, even certain behaviors can be seen through a narrative lens. Because of this, there are many ways to implement a narrative which we tailor to your organization’s needs.