AMA: Monzo Director of Product Marketing, Susan "Spark" Park on Storytelling

This template was passed around Meta and Reality Labs often to distill the top points to anchor positioning. To get to this simplicity for each target audience is essential. I call it the "Angle" in my 5A Framework for GTM. I love this because it's also like a fun mad libs exercise, and if you can make it this simple, you have the start of positioning options. Angle/Positioning [X] is (Internal Positioning) Because unlike  (Competitive Set) [x] provides (value prop) So that you feel (Emotional B ...Read More

Did the story change behavior? That will be the key judge on if the story was successful. How do you tell if the story changed behavior? Ensure a clear understanding and size of the target audience. Ensure there is a clear behavior change to track. Create a baseline of what that audience currently does who has not been exposed to the story yet. Measure the rate of change/switching behavior of the audience after they've been exposed to the story and product. Validate that the behavior is retentiv ...Read More

In order to ensure alignment (not total agreement but alignment), leading with facts to identify the differences is the most important. The facts are usually gathered via Competitive Intelligence and Audience understanding of their needs. The product should have a clear, fact-based perspective of the value propositions that differentiate from the competition and solve the audience's need. The easiest facts to differentiate are on price, and capabilities/specifications. The harder differentiators ...Read More

Divide the facts vs. opinions of their existing value proposition, and then see where you can deliver a better product and/or story for the particular audience. If you don't have the facts of the proprietary technology and the capabilities are hidden, you can go after a strong story for a particular audience. I think the best example of this is Google Search vs DuckDuckGo. Google Search vs DuckDuckGo is a strong case study of how positioning can work for a certain audience vs. a proprietary algo ...Read More

Develop a facts-based point of view, including audience research and competitive intelligence. You're building a case for why the story is compelling to the audience, not just your senior leadership. If you don't have this, senior leadership (like all people) will go with their gut or feeling to how to deliver a strong story. Have a point of view and be ready to debate it. During the debate, don't cave. If you believe in the positioning, try to advocate for it, and take feedback to improve it. I ...Read More