The Bigger Narrative Andy Raskin

Foxglove's "Goodbye prototypes, Hello production" narrative became a strategic North Star not only for selling, but also for how CEO Adrian Macneil's team fleshes out product roadmap.

NorthOne started as an online bank for small businesses—it’s backed by top-tier VCs including Redpoint and Battery Ventures—but the vision from the beginning was to go beyond banking to add automation/intelligence around things billing, cash management—all the stuff big companies take for granted, but that small ones still struggle with. As Northone began rolling out those capabilities, however, CEO Eytan Bensoussan and his team struggled to describe what NorthOne was becoming—to customers, investors, and job candidates. So together we built a narrative around what NorthOne now calls “Connected Banking.” In this episode we dive into what that means and how Eytan and his team got there.

As OneTrust grew through acquisition, CEO Kabir Barday craved a new narrative to help buyers, investors, and employees make sense of what it was becoming. My mom likes that I showed up to my first call with Kabir sweaty from ultimate frisbee.

How Redox evolved from pitching what was essentially a technology brag to a strategic narrative about a change in the world that starts with its customers' customers. My mom even gets what Redox does, sort of.

To power its next phase of growth, Kandji is telling a bigger story. My mom agrees you have to limit the number of people in a working group to achieve alignment.

Sloan talks about aligning Contentful's team and customers around a new strategic narrative about "Composable Content” to evolve the company, which has raised nearly $350 million, beyond its roots as a "headless" content management system.