148: How to use strategic narrative to engage with prospects with Andy Raskin

Cybersecurity is a notoriously technical and overcrowded arena. You’re solving problems in a way that your average prospect will not always naturally grasp. Not to mention, the competition is stiff. 

How do you bridge the gap between your product and its buyers, stand out from the crowd and sound different… even when your product shares similarities with your competitors in the market?

The answer is by leveraging the power of story in your brand narrative, and in this episode I sit down with the man, the myth, the legend Andy Raskin (he’s also a strategic narrative expert!)  to discuss how to use it in order to get attention and interest. 

You’ll Learn:

• How Zuora Corp exploded their sales by differentiating themselves in the subscription billing solutions market and shifting from a benefits-driven model to a strategic narrative one that answered fundamental questions in their industry. 
• The key to bringing more emotion into your marketing that can actually foment a movement among your buyers, changing the industry in which you sell products.
• Why it’s critical that your business shifts from “Listen, we built this great product. It has amazing things” to utilizing narrative, and how to start doing that.
• How to bring narrative into your product even at the development stage so that you create revolutionary products the world needs. 

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