AMA: Amazon Web Services (AWS) Head of Product Marketing, James Huddleston on Storytelling

I'm not sure I can point to specific techniques exactly, but I firmly believe that people buy based on emotion. They then use things like business cases and pricing to ju...

This is a great question, because it hits on one of the most critical lessons I learned the hard way early in my marketing career. I used to spend hours and hours solo cr...

This is a great question, and the answer is: it depends. I think it comes down to where your company is in their journey and how well your audience knows you. If you're a...

This is where you need to embrace your challenger status and make it work for you. Since you likely don't have the brand recognition of established players in your market...

I'd argue that the story should not differ internally versus externally. I've found that if you're using inconsistent terminology or language when describing your brand o...

I believe messaging should always be personal and human. At the end of the day, the person you're trying to convince to take some form of action, whether it's buying your...

I mentioned this in an answer above, but AI has completely changed my workflow. It's really sped up the process, mostly in the research you're able to do on your market s...

I believe the stronger the story, the more it will have legs and be consistently told once you release it to the market. If you have a very clear story with a clear value...