Andy Raskin explains how strategic narrative serves as a product roadmap prioritization filter for Gong CEO Amit Bendov.
Insight
Raskin: Strategic narratives must define a movement, not just solve problems
“This structure really is about defining a movement.
And that's very different from, hey, I'm going to solve your problem.”
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Problem-solution pitch structures trap founders into playing the 'arrogant doctor'
“And the traditional structure, the way I learned how to pitch in business school, I think the way most people did is what I call the arrogant doctor.
So you have a problem, a pain, I have a solution, you know, a treatment, and I'm going to tell you why it's be…”
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Raskin: The "Hero's Journey" framework is too theoretical for business pitches
“I found when I would talk about hero's journey and stuff, it's just like, it didn't really tell me what to do. Like, okay, yeah, I gotta do this pitch. So you know, in the hero's journey, there's like refusal of the call. That's actually that one thing where L…”
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Raskin: Inventing a category label alone will not differentiate a company
“When people think about category creation, they tend to just focus on like, okay, what is this category name going to be that we got? What are these three words that are, or two words, whatever, that are going to sort of magically make us seem like we're total…”
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Raskin: A company's movement is orthogonal to its product category
“I mean, I always almost see them as orthogonal, like, you know, with HubSpot, you know, HubSpot had this narrative around inbound, you know, it used to be just outbound. So now we're going to have inbound. And that, that wasn't really a category. There's still…”
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Raskin: Strategic narratives only succeed if the CEO personally leads them
“When I looked after I did this work for a few years, I looked back and I was like, which were the ones where, which were the engagements I did where like, I can see it. And it just, the narrative is like really this true north star for everything. And it was a…”