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7 Questions For A More Aligned Company

by Guillaume | Sep 24, 2022 | Strategic Narrative Activation

The City of Seattle has been building more curb cuts in our neighborhood. I am happy to see that. There is still a lot of work to do, but there is progress. Curb cuts make public spaces accessible to people with disabilities. But, in reality, they help everyone. If...

Why Dr. Robb’s Product Demo Rocks

by Guillaume | Sep 19, 2022 | Leadership, Strategic Narrative Activation

Dr. Robb Akridge, co-creator of Clarisonic, early pioneer at Sonicare, and one of my legacy clients, didn’t update us much on his work in the last couple of years. Finally, last November, we heard from him when I read that Time magazine awarded his new product,...

Product-first vs. Narrative-first

by Guillaume | Jun 20, 2022 | Strategic Narrative Activation, Uncategorized

A few weeks ago, I explained to one of my CEO clients that she should work backward and think of her product as the manifestation of her company narrative. She was working on a presentation for an early-stage conversation with a potentially large client, and she was...

Be Free: Apple’s “Underdogs” Will Show You How

by Guillaume | Mar 18, 2022 | Strategic Narrative Activation

After surviving a rough pitch and the chaos of work from home, the four scrappy and relatable workers of the Apple ad series “The Underdogs” are back to leave their job and join the great resignation movement. The new episode released a few days ago is...

We All Struggle With This

by Guillaume | Feb 16, 2022 | Communication, Strategic Narrative Activation

Here is a paradox I see with many business people, including me. We are so clever about our product or service, so expert at it, that we’re almost unable to say what it does in the language of our customers. We speak “seller-ese”. Our customers talk “buyer-ese”. I...

Whose Job Is it?

by Guillaume | Feb 4, 2022 | Entrepreneurial Leadership, Strategic Narrative Activation

Hakeem Adebiyi, CEO of Hands Associates, wanted to hear my thoughts on whose job it is to build a strategic narrative. He shared my answer on his latest podcast episode in a brief video here on LinkedIn this week. As I like to say, telling a story for your company is...
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