When you're selling to multiple audiences, the only way to keep your stories sharp is to anchor each one to a specific hero persona. You might have one corporate narrative that is broad, but stories should be more specific. It's really easy to sound like jargon when you're selling B2B software – "grow revenue," "drive efficiencies, or "reduce risk" are all true but very boring. The best way to do this is to imagine one hero persona you are crafting a story for. Let's walk through 3 scenarios: If ...Read More
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