strategic storytelling

Who do you think you’re talking to?

Before we can begin to help our enterprise clients with their positioning and messaging, there’s a fundamental and deceptively simple question to answer: “Who is your audience?” Often, when we ask this question during initial meetings, we’re met with a variety of responses within seconds: “Our customers,” “Prospects,” “Channel partners,” “The Street,” “Employees.” Each response […]

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Compared to What?

Louis Rossetto, the founding editor of Wired magazine, famously said that “In the age of information overload, the ultimate luxury is meaning and context.” We’d take it a step farther and say that context is what creates meaning in the first place. Which is why we can’t for the life of us understand why so […]

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Got a minute? We’ve got an idea. #3

Here’s the third in our series of short videos about strategic positioning and messaging for cleantech innovators. Strategy vs. tactics The face of branding has changed. The company website has replaced printed collateral as the primary focus of marketing communications. And if you’re like about half of the startups we talk to, you think your […]

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Got a minute? We’ve got an idea. #2

Here’s the second in our series of short videos about strategic positioning and messaging for cleantech innovators. Why story matters in cleantech It’s sad, but not surprising, that so many startups fail to connect with their intended audience. There’s nothing easy about getting people to invest—psychologically or otherwise. Chances are, you have to pitch the […]

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Got a minute? We’ve got an idea. #1

Quite a few of them, actually. So we’ve created a series of short videos. This is the first. What is strategic storytelling? We’ve all heard the statistic: At least 80% of the impact of a message comes from what is actually said; the remaining 20% comes from how it’s said. We’re going for 100% impact […]

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Clean Technology: The Style and the Substance

Fast, no, very fast. That’s the second thing that came to mind when I was cradled in the cockpit of the Tesla Roadster for my recent 24-hour test ride. The first thing was, geez, I hope I don’t wreck this thing. The Tesla is a pleasure to drive, the acceleration is amazing and as an […]

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The Businessman and the Scientist

Spending a few days at a cleantech trade show provides a great opportunity to hear companies tell their stories. I really enjoy listening to a company’s representative talk in intimate detail about their technology and how it will save X, or reduce your dependence on Y. Those working the booths are eager to wax eloquently […]

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First Things First

When you’re starting a company, one of the first things you should do is create a Website and a brochure. Right? Not exactly. While it is important to announce your existence to the world (not to mention your target market) a lot of new companies make strategic errors when doing so. They’ve earmarked all kinds […]

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