My Approach
I'll tell you a secret. The hard part of storytelling isn't the story. The hard part is creating the story system. The story system protects your messaging from getting diluted and losing sight of what your product is undeniably better at than your competition. At the same time, the story system protects you from becoming too feature-focused by pulling the messaging back to the company vision and value narrative. The natural tension between these three elements helps you find harmonic resonance.
When you hire me, I'm not just writing you a document and building a set of slides. I am spelunking into the deepest bowels of your market, competition, customers, company, and product to create a story system. I call it the Harmonic Prism:
The category frame is the mental model for how the market and your target audience perceive your company and products. Every aspect of storytelling should relate to the category you are trying to win.
The next step is where the magic happens. We take one of your target audiences and shine it through the prism. On the other side, we get all the downstream assets you want, from the humble sales 1-pager to a keynote pitch deck and demo.
Storytelling is an art and a science. When you look at your messaging today, does it resonate with your target audience? Are you pumped up when you read it? Is your story compelling, differentiated, and inspiring? If it's not, talk to me. Tell me where you think the gaps are. Let's get nerdy about it!
“I had the pleasure of working with Kevin at Salesforce for many years. He is a phenomenal product marketer that can take complex, technical products and simplify the message so that even my parents can understand! His deep understanding of market dynamics, customer behavior, and competitive landscape allows him to craft effective marketing strategies that drive results and pipeline. If you don’t know something, KWU knows, and you will not be disappointed. Every marketing team needs to work with Kevin Wu.”