Please share an example of a failure when trying to shape a new narrative. What did you learn?

A common mistake I see when shaping a new narrative is failing to involve sales or other customer-facing teams in the process. The best narratives I've developed across m...

When I was hired at Patreon to build and lead the product marketing function, my first big project was a repricing and packaging exercise. Among other things, we wanted t...

My biggest failures have typically come down to unsuccessfully driving behavior change with the field. Even the best stories, which are grounded in research and validated...

One example of failure in shaping a new narrative was when we leaned too heavily into technical superiority and didn’t connect enough with the customer's pain points. As ...

Many years ago at Infer we attempted to build a product which seems to be all the rage nowadays. What we built was a sales enablement tool that let you sync all your vari...

A common failure when shaping a new narrative is ignoring where your company fits in the competitive landscape. Too many stories stop at “here’s your problem, here’s our ...