The easiest way to unpack narrative design is to compare it to how most companies think about stories today. More and more, companies are developing a process for their messaging. They build stories based on well-researched product positioning built by product marketers. Much like good positioning, Narrative Design builds a new universe in their mind. Product positioning can help you win in an established market. Narrative Design creates (or re-frames) a new category, where you’re the only entrant. Product positioning clearly communicates value and tees sales up to close deals. Narrative Design builds new markets, where you may not even need salespeople to close the deals.
WHERE IT FITS IN OVERALL STRATEGY
Narrative design is critical to marketing strategy and brand building.
Why narrative design matters
If you want your startup or enterprise company to succeed, great product positioning is table stakes. But if you want to invent a new category, or launch a startup, or introduce a new product line, don’t expect your product positioning template to get your there. You need to think deeper, and more strategically about the world you want to create in the mind of your future community.
This year is going to be a big year for better product marketing and positioning. More companies are getting more intentional about their messaging, and building great positioning that informs it. But very few are designing narratives that guide all of this. It’s hard and requires a ton of internal alignment. Jumping on this now is still a massive opportunity and one that will give you an edge, even in the most crowded categories.
