important to start with a strategic narrative and build it out and then have everything consistently ladder up to it
Posted: Mon Jan 06, 2025 9:00 am
Yes, absolutely. Because while the two can exist together, your product positioning and your messaging really needs to be built into this larger story. So if you haven't designed a strong narrative, a strong strategic narrative, what ends up happening is that your product positioning keeps getting reinvented or invented by different teams and you end up with a lot of really good product positioning, that doesn't make sense together, that is kind of all over the place, which isn't ideal, obviously.
So it's important to start with a strategic narrative and build it out and then have everything consistently ladder up to it, so you're maybe not telling the story in every single place, but it all is in concert with that larger story. So if you don't have this larger story, it really depends on the size of the company I think or where you're at with something new.
Whether you're starting a company launching a new product, or launching a brazil telegram number new product line, that's probably the time to think about, "Oh, let's look at our strategic narrative and try and design something here that is a game and has winners and losers and revolves around change". And then think about product positioning. So if you don't have it, definitely do it. But figuring them out together I think is what's Important.
Yeah. So narrative design is usually at the company level, so if you haven't figured it out, definitely figure it out. What we do at HubSpot is that we're able to look at the product and say, "Alright, we've got a product that we're excited to introduce into the market. Let's do great product positioning on this and figure out how we're unique, how people think about us, the story that we're trying to tell, and then let's ladder it up into the larger inbound story".
A good example of this is when I first started working at HubSpot, I launched our ads product and ads inside of HubSpot was a very cool new feature, but it didn't fit super nicely inside of the inbound marketing story. And so what we did was that we did great positioning for the product, but then we also focused a lot about how ads could be inbound. How ads actually help amplify good content and how it's all part of this game that you're playing when you're trying to think about inbound versus outbound marketing.
So it's important to start with a strategic narrative and build it out and then have everything consistently ladder up to it, so you're maybe not telling the story in every single place, but it all is in concert with that larger story. So if you don't have this larger story, it really depends on the size of the company I think or where you're at with something new.
Whether you're starting a company launching a new product, or launching a brazil telegram number new product line, that's probably the time to think about, "Oh, let's look at our strategic narrative and try and design something here that is a game and has winners and losers and revolves around change". And then think about product positioning. So if you don't have it, definitely do it. But figuring them out together I think is what's Important.
Yeah. So narrative design is usually at the company level, so if you haven't figured it out, definitely figure it out. What we do at HubSpot is that we're able to look at the product and say, "Alright, we've got a product that we're excited to introduce into the market. Let's do great product positioning on this and figure out how we're unique, how people think about us, the story that we're trying to tell, and then let's ladder it up into the larger inbound story".
A good example of this is when I first started working at HubSpot, I launched our ads product and ads inside of HubSpot was a very cool new feature, but it didn't fit super nicely inside of the inbound marketing story. And so what we did was that we did great positioning for the product, but then we also focused a lot about how ads could be inbound. How ads actually help amplify good content and how it's all part of this game that you're playing when you're trying to think about inbound versus outbound marketing.