The power of strategic narrative | Andy Raskin

the way I learned how to pitch in business school, I think the way most people did is 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 gonna tell you why it's better than all the other treatments. And The structure that I read about in these movies was different. Every movie starts with some kind of shift in the world. And I call this shift the shift from the old game to the new game. And the archetypal example of this, I think, in the business world is what Benioff did with Salesforce. So he comes in and he says, Hey Software is over. And there's this new world called the cloud, a new game, new rules. Uh, you know, that's the new way to win and we're gonna help you if you're you're in there. The this s structure really is about defining a movement. And that's very different from, hey, I'm gonna solve your problem.

Welcome to Lenny's Podcast, where I interview world class product leaders and growth experts to learn from their hard-won experiences building and growing today's most successful products. Today my guest is Andy Raskin. Andy helps COs and company leaders align their teams around something he calls a strategic narrative. Which, as you'll learn all about in this episode, is essentially a simple story that helps people understand Why they need your product. And with that, helps you align your sales, marketing, and product teams, along with your fundraising and even your hiring efforts.

Andy has worked closely with some of the most successful founders and companies out there. including companies like Gong, Dropbox, Uber, Salesforce, Square, IBM, and many others. In our conversation, Andy explains why most people are pitching their product completely wrong, By focusing on the problem you're solving for people is no longer an effective pitch. and how the strategic narrative helps you frame your solution in a much more effective way. And he also shares a ton of examples of the framework in action.

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