YouSaid · the spoken record
Andy Raskin
- lines on the record
- 77
- first
- 2023-05-28
- most recent
- 2023-05-28
- sittings or episodes
- 1
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- podcast
Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections
“Useful to me. If you try any of this stuff, let me know, worked, didn't work, have this question. I would love to hear that stuff.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“So, I mentioned LinkedIn is a way to connect with me. That's fine. My website is AndyRaskin.com. I also have a podcast where I talk with CEOs. So if you're interested in hearing more details about actual use of this, it's called The Bigger Narrative. My mom introduces every episode. I call her. I send her the interviews in advance. I call her an interview about what she thinks people will get out of it. And that conversation becomes the intro to the podcast episode. And what was the last question?”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“This is the one thing make the title the takeaway of the slide So that the person looking at it has to do zero work to take away. So, example, you'll sometimes see like the problem or the team. Replace the team with our team is veterans of whatever industry or every single slide, the takeaway, it's a takeaway, not a label. And it'll make everything flow a lot better.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Got the Fitbit like a week ago, and I actually still am on the fence whether I bring it back to return it for the Apple Watch. So I'm enjoying it, but we'll see.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“I also ordered a polar At the same time, and wound up returning the polar. Basically, it was just a little clunkier on my wrist. So I went with a Fitbit. Why, do you have one that you recommend instead”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“I recently got a Fitbit. I think I may have mentioned it earlier. I was like looking for a product like that. And so far I'm really loving it.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, I can tell you one thing I ask when I speak with CEOs. Is I like to ask what role this narrative played in your leadership? How does it work in your leadership? It's always really interesting for me to hear that because I often hear things that I don't expect.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“One of the books that I read initially from that Barnes Noble, it was Story. By Robert McKee. I think a lot of people know about it who are sort of interested in story stuff, but it's kind of a Bible of people who are doing screenwriting and stuff. If you know anyone who's in Hollywood who thought about going to Hollywood, they know about this book. I love a book called Out of Sheer Rage. It's really not about what I do or anything, but the author is Jeff Dyer. Jeff, he's written a lot of books that are kind of essay memoir. And this is a book about him trying to write a book about D.H. Lawrence. So it's all about procrastinating and like, oh, like him, I'm supposed to write this book. I think I'm about to go on a trip somewhere. Should I bring the collected works of DH Lawrence and the on the trip? Because that'll help me start the book, but maybe I shouldn't because it's not going to, then I could come back refreshed without having, you know, basically it's all that. It's all this sort of like in the head. I just really enjoy that book.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Ready. I haven't seen the. I saw the question. You sent them, but I didn't really look at them. So I'm just going to tell you what I said. I'll go off.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Sounds good. I was actually going to. Okay, no, you could do that. Yeah. Category design, people, love you. Don't hate me. Thank you.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, okay, okay, yeah, we can leave it in. We could leave it in. You could even leave this in where I'm telling you to scratch it.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“No, except I love category design people. And it's really just sort of terms that I like that are, you know what, forget it, scratch that part”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“And I was just going down and knocking down deals on the ground. Going to want that air cover and marketing, sales, recruiting, everything. And how much better is it if it's really driven by the CEO and you have that?”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Absolutely, and very frequently, like the product leader, chief product officer, is part of this group. And what I'd say, though, is that the reason I, so when I looked, after I did this work for a few years, I looked back and I was like, which were the ones were the engagements I did where I can see it and it just, the narrative is like really this true North Star for everything. And it was always the ones where the CEO was leading it, not just like in name, but literally the person who called me who was working on the drafts with me and like going through it. And so initially I didn't insist that it would be the CEO doing that, but eventually I started to. And I think even for a product leader, like you're going to want the support, you don't want to be just telling that story in product. You're going to want that supported from the Zwara person who gave me their initial deck. He said, you know, it was like I had air cover.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Second of all, you know, if this were easy to just get all the, you know, the interview everybody come up with it. They would have done it. So it's going to be wrong. But the good news is this is where the team gets to weigh in. I also ask what's working not working in this thing. And when we learn how it's not working, that gives us the juice to then me and the CEO go back to the drawing board. We plan on this in advance. We're going to go back to the drawing board. and then bring up something good. So having a shit draft is like a million times more valuable than having all these great ideas. But it's also really painful. It's painful not only for them, but for me, like no matter how many times I say this, I want it, I expect they're going to love it in that first one too. And I'm really pissed off when they don't, but.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“And think about what's happening. The team has just given us millions of gold ideas truly. And in order to make something sort of clean and powerful, the CO and I have had to pretty much throw out all of them, you know, save one or two. And there's going to be feelings about that, first of all.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“So, the way I work it is, I have a kickoff session where essentially I'm asking people on the team, like, what are these pieces? What is this old game, new game shift? How do we talk about winner set the stakes and everything I just talked to you through? And, you know, we have like five people in the room. There's going to be like we're going to come out of this with notes and notes are boards and boards of ideas of this stuff, right? And so then two things happen. One is I ask the team to start interviewing customers about how they see this shift. And sometimes the customers are literally give us the words. And that can be helpful in sort of aligning if we have differences. But I also start working with the CEO one-on-one. And we build a first version of this thing. And it's the second session where we present this first version to the team.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, apparently, I'm not doing enough of an expectation setting because What that post was about was like this woman who, so when I work with a CEO, I always ask them to create what they call strategic narrative team of up to four people. And usually those are leads of like marketing, sales, whatever. In this case, the CFO was a really important person in this company. And so the CO wanted her as part of this team. And she said to me at the end, she's like, you know, I would love where we got to. I always ask what worked, what did it work? And she's like, I love where we got to. That worked great. What didn't work was like you told us that this second session was going to be bad, but I think you could have drilled home more like exactly how bad. So, and then I asked her, actually, could”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Can I move me on LinkedIn? That's usually a good one. And I'm usually posting things on LinkedIn that I've learned from working with other teams.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, I guess the closest is that the greatest sales deck I've ever seen post, which is this Wara deck. But even there, people have asked me for a framework. Presentation companies. Could we have your template so we could make it available to people? We'll revenue share with you or I am so against this template. Every team I work with, it's different. It's not like the same number of slides. Sometimes we can lay out this shift in one slide. Sometimes it just feels better or the team likes it better, whatever, if it's a few and we're sort of getting people into it. Sometimes it's no slides. I am really hesitant to sort of recommend any template. And what I'd say is like these are principles for building it, not any prescribed formula.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, I'm seeing that. Sometimes I'll literally, I'll train salespeople to ask them that question. Am I crazy or are you seeing this? And what do they say? And you can usually tell if they're in. And it's qualitative. But I really like that kind of testing to see if it's working. And I think anybody can do that”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, a lot of folks have emailed me over the years. I told you before, there were some who emailed me like, hey, tried it, didn't work. But many, many more have emailed me hey, I tried it, it did work. Thank you. And so, yeah, just try to lay out that structure and try it. I mean, even when I work with teams, I adopt what people might call sort of a lean approach. Like, I want to get that thing out there into sales calls. We're not rolling it out to the whole sales team right away, but getting it out into some sales calls and get a sense like, hey, is this resonating? Are people given the nods? Ideally, by the way, one way I look to test it is, is it working? It's like when we talk about this shift and the stakes and the, you know, Do they stick? Do they kind of say, yeah, let me tell you how that's playing out for us?”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Where they're growing, it's usually a little bit later where they've scaled tremendously successfully. Now we're either acquiring or building out whole new product units. And that old story we told is just not big enough, and we got to expand it to something bigger. This is the example of like One Trust, which I'll have on my, see you all have on my podcast recently, you know, starts out with just sort of, I think it's data privacy around the regulations that people have to be able to say don't track me, things like that. And then they buy these other companies. And now we have this much bigger offering. So how do we tell the story? And then I guess the third one is some form of pivot where Hey, we were telling an old story, but whatever the market changed or whatever, and we want to go in a different direction.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“They've been successful, but that success is one. I'll put it this way as was brute force of the founders. So the founders are in every meeting, they're in every product discussion, every sales call. And that's shifting. The company's getting bigger. Usually I'm seeing this around like series B, where the company is getting so they can't be in every sales call, every market, and they're looking to kind of transmit all the good stuff and some direction in a way that people are going to remember and all that. Everything from how we pitch to what the product should be and all that. And they see this as that. There's another kind of point that I see people contacting me at, which is”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, I can tell you what I hear from CEOs when they contact me. I always ask, like, what's happening? Because that idea I had no CEO is going to budget a line item for this. I'm basically asking, why was I wrong? So a few things they tell me. One is that the company is maturing from a point, a stage where”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Occasionally, they still say, okay, yeah, we'll build this. We still want to have this narrative. But yeah, I think it has the most value, most impactful right away for a B2B enterprise technology companies.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Comes from an age when the things people were selling were like products on shelves that didn't change much, cans of soup at the supermarket or like a car in the dealership, even software back then, shrink-wrapped in a box doesn't change B2B software, this stuff is changing by the minute. And does it even make sense to make a claim to say like, oh, we have these features and they have those features. Therefore, I mean, like, can you even does that make any sense? That said, you know, hey, I was looking for a sports watch, you know, like a Fitbid and yeah, I'm comparing specs and I'm doing all that stuff. And so that mode of buying is still happening, but I think that's, you know, so yeah, when like consumer products companies contact me, I usually say no.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, you can see, I mean, it takes a little time. I mean, to tell this story, and it's a kind of, you were kind of framing it a little bit. We're telling it in lots of different channels, right? So I think it does really play well in sort of like this enterprise sales context. Because also we have a group buyer there. So it's not just one person who's doing some research. There's like this whole group has to sort of have a united story. So I think you're right that in noticing that the companies that this tends to resonate with tend to be B2B enterprise sales technology, I think because often the product is very complicated. You know, that arrogant doctor stuff.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“I mean, I always see them as orthogonal. HubSpot. HubSpot had this narrative around inbound. It used to be just outbound, still now we're going to have inbound. And that wasn't really a category. Still, I think if you back then, they were probably known as marketing automation. Now they're probably known as CRM because they broadened. But this movement is the thing that's sort of the constant. And in some ways orthogonal to whatever category they're in.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“I think he was exaggerating a little bit And I think the category people would actually agree with this. I think they would agree with hey, these three words are, it's sort of a shorthand for this movement of old game, new game narrative. But I guess I feel like still by calling it category and category name, we're just focusing on those three words so much. What happens often is CEOs will kind of come up with this little category like what happened with Nick at the 360 learning with collaborative learning. We have this name, but we don't know how to tell the story around it. And that, you know, so my feeling is like, well, let's focus on the story. So that's why I talk about strategic narrative and movement creation versus category creation. You know, if someone decides that you're Movement as a category great bonus.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“When people think about category creation, they tend to just focus on okay, well, it's this category name going to be that we got. What are these three words that are or two words, whatever, that are going to sort of magically make us seem like we're totally different from everybody else? And A, I think that's not really possible. Like these three words aren't going to do it. Take Gong. I mean, already other companies were using this term revenue intelligence, right? With Gong, it suddenly becomes a thing because I think they have this opinions to reality story behind it. One point, again, I asked Amit. He said, yeah, because he had really, I remember he really struggled, what should we call it? What we call it? He came up with that one, but then when I asked him later, he's like, yeah, you know what? In hindsight, we probably could have called it like strawberry intelligence. It didn't matter. It was really the story that was sort of mattered.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“In the trouble we I would soften it a little bit and not just because I don't want the ire of the category design, folks, but I really would soften and say, I wouldn't say I'm not a fan of creating category. Look, I think if you look play bigger, which has become kind of the Bible of that category creation thing, if you look behind that, what do they say the category is? They say it's a narrative. It's a story about how the world was to how it is. And so what I find though is that”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Now we're in a world of now where buyers are, I think they showed this woman, I remember this woman sleeping with her phone. That's your prospect. There's always on. And they're going to expect you to be engaging with them right away. And they called this conversational marketing. And they really went with that and created, I think, a whole movement. And they broke away from all of the other chatbots.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“One that really comes to mind is, I mean, it's been out there for a while, but drift comes out with essentially like a chatbot for your website. Which might be like the 30th chat bot for your website. And they don't say, hey, here's why our chat bot is the best one. They start from a completely different place, which is, hey, used to be people would sort of wait around for you to get back to them. It was a world of sort of later, of they called it the world of forms. You put up a web form and you expect someone's going to fill it out and maybe wait a few days while you take your sweet time deciding if you're going to get back to them. And David cancel and David Gerhardt started right at the beginning saying,”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“What he was telling me, and this was actually a little unusual, I asked him, why did you come to me at first? And of course, I've asked him that before, but he said something that I this time that was like a little different from what I'd heard before. He said, you know, we are constantly getting feature requests through sales, through customer success. And we had sort of no bar to decide, well, what do we take on? What don't we take on? And this clearly has become our bar. You know, if you think about it for 360 learning, does it help us upskill from within? It's in. Does it not? Or it's prioritized? Does it not less prioritize? Amit Bendoff told me this directly. He said, you know, exactly the same thing. We used to, he said, we get a lot of requests for features and a lot of them are basically about opinions. Way to record opinions.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Marketing can be all about this story. With Zora, when they, if you look at their website, well, when they first started doing this, maybe 80% of the content is not, hey, let me tell you about how Zora is so great or here's our new release or whatever. Here's how music companies are embracing subscriptions. Here's how luxury goods companies are embracing subscriptions. You know, it's like all these kind of almost trend pieces that become unlimited fodder. And again, you're not touting your it's less salesy, right? Another thing I just hear always, I just interviewed a CEO this morning for my podcast. And this is the first thing he actually said was it becomes the strategic North Star for the product.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I mean, it's always this kind of thing I hear. I mean, of course, it's very difficult to measure this. I mean, like, what was the value of the strategic narrative for Gong and its growth? Was it 3x versus 2x? I don't know, who knows, right? But the things I hear from CEOs, a few things. One is that, yeah, when they're pitching, they're not pitching features out of context. They're pitching now a movement. you know, which is a lot better place to be, I think. You know, you're in a way, you're not pitching product. Product is like a prop for making the story come true. Very important prop. But there's this higher level overlay that becomes the focus of the conversation at first. And of course, we're going to get into product and that that helps sell. Once we have this story, then everything”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Keep control and all this stuff. You can imagine all the different kind of questions. And then, of course, now 360 learning starts talking about all that stuff. And what Nick has told me, I'm actually going to be on a webinar with Nick. Someone asked me, like, could you bring in a CEO who could talk about this stuff, not just you blabbing on about strategic narrative? And so Nick is going to join it. We had a dress rehearsal the other day, and he was telling me like, it's just like when he starts with this now, he doesn't even get the question anymore of like, well, how are you different from this other learning platform, which used to always be the thing. And it's just a much more seamless, like, okay, yeah, talk to our learning people, get this, get this going. So it just sounds like it's been really effective for them.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Cars, you're dead. So Nick was in France and he saw this poster from a recruiting poster from McDonald's. And it said, hey, if you work in McDonald's, you're going to learn from everybody else on your team. And it was like, wow, there it is. So there's another example we used as a kind of winner example. And so then the question became, how do you upskill from within? Like what would it take for you to turn your experts into champions of learning in the company and turn them into stars and all this, right? And then I'm going to forget here what all the obstacles were, but I think it was things like, well, how are you going to make it possible for anybody to create a course? People who don't even know how to, you know, might have expertise in electric engines, but don't know how to create a course, that happened. How do you going to make sure that there's still the learning department, they're going to.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Which is, you know, if you look at Google, there's this page where I think you can go. It's a public, you can connect with Google's AI experts. They literally turn their internal experts into champions that are educating, not even just the company, but even external people. They've created this culture of our own people are going to be the educators. So that's the shift from top down to this upskill from within. And of course, I just even started to do the second piece, which was like, hey, there's, look at the big companies who are doing this. And then I think they showed, hey, you know, you're not doing this. Look, training is becoming very expensive. It's people don't care. So this is the downside. So we're creating these sort of state. And also, I think he had something about, you know, how training now like companies like if you don't adapt, like if you can't get these skills to your people, like if you're a car company and you can't get these skills around electric.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“And so when we work together, this collaborative learning, it's almost like a category name or a descriptor or something. They were so embedded that I decided like, I don't even want to take it out, but could we define it in terms of like a story? So the story they came to was, hey, used to be that companies train their people through basically a mindset of top-down learning. There's going to be some learning guru at the company. They're going to get all the courses. They're going to put it all together and sort of set out this training material to everybody. And what's happening now is winning companies or Are approaching this differently in this, they're adopting this approach we might call upskill from within.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Okay, great. So the story, and by the way, Nick Hernandez is the CEO, and Nick's been on my podcast, so he's talked about this. They for a long time were pitching themselves as collaborative learning. So they have features that let people sort of collaborate on courses and all kinds of stuff. And Nick is often pitching CEOs. Of course, his team is as well. And he told me that it was sort of like kind of falling a little bit flat. Like people, cloud we're learning, okay, whatever, you know, how are you different from this learning platform, this learning platform?”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Okay, great. So there's a company called 360 Learning. I don't know if folks know, but this company has raised like over $200 million. They're in the space of corporate training software. So big companies, they have to train their people on all kinds of stuff. So you want to go through that one”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“And by the way, the naming of the object of the new game, I find it often is really nice to do it as a question. So, you know, so we asked it. So, hey, there's this shift from transactions to subscriptions. And look, everyone's doing it. So we asked a simple question, what would it take to turn every customer into a subscriber? And this way we're kind of bringing the person we're pitching to along almost like they're coming along with us as a co, I don't know, adventurer in crafting this story.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Also, I would say there's storytelling as a skill kind of thing, which is a great thing. You learn how to tell stories better, blah, blah, blah. Not really interested in that in my work. What I'm interested in is the one story and the structure of that one story. And this one story doesn't really have, you know, the world has moved from transactions to subscriptions. Like there's not a main character in that story who's having a problem and getting saved. You know, it's almost as if what's happening is we're presenting, we're turning the person we talk to into the main character by creating by spelling out the shift. We're like changing their world and we're asking and we're saying, hey, you got to change and you want to come with us.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Like, okay, yeah, I got to do this pitch. So, you know, in the hero's journey, there's like refusal of the call. That's actually the thing where Luke doesn't says he doesn't want to go and where the buyer says, you know, hey, I don't have budget. But I don't know. It was just like too theoretical for me to really, when I used it, people seem to sort of glass over. So I just don't really talk about that at all. But yeah, I mean, that's behind a lot of this stuff for sure.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I mean, so Hero's journey is this book that comes from, I think it's Hero of A Thousand Faces is a book by Joseph Campbell, a sociologist. And he looks at myths over different cultures and different times, and he finds this kind of common structure that he calls the hero's journey. I mean, there's some controversy about that, about his book. Is it a very male-oriented sort of take on things and a bunch of things? Even that aside, I found when I would talk about hero's journey and stuff, it's just like, it didn't really tell me what to do.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“That we've already positioned as life and death. So they take on this much more emotional meaning. We understand why they matter. And then, of course, the last piece is now talking about, well, how are we going to overcome these obstacles? In the narrative people in the movie business, they call these like the magic gifts that the main character gets to go help them win. What are the ways now we can talk about that and success stories and all the rest of the stuff?”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“So where is Zwara, where they go next? They say, Okay, well, how are you going to measure lifetime value? Because now you have these always on things. How are you going to measure preferences and how they're changing over all these new kind of challenges that didn't exist before? And then these are like the monsters and Lord of the Rings or the Empire in Star Wars. These are the obstacles. And I think about them because they sound like problems. This is what people would normally say, oh, these are the problems we solve. But by setting up this story thing first, we've kind of repackaged them as obstacles to a new goal state.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source
“And I love it when it works that way where it's almost like an asymptotically unachievable thing. Like you're never literally going to live there. And if you think about it, this buyer mission statement, this rallying cry, I think of it really as the mission of a company. I mean, what is the mission of Airbnb other than to help people live there? if they're going to be customer focused and all that. The fourth piece is, okay, well, this object of the game, winning this game, it better be hard, right? Because if it's not like we don't have a, like why we even exist, just like with the movie, like if it's, if Luke can just go, destroy the Death Star, then, you know, no movie. So there's got to be sort of obstacles in the way things that are preventing them from. So saying, okay, you want to turn customers into subscribers.”
2023-05-28 · Lenny's Podcast · The power of strategic narrative | Andy Raskin · IDENTIFIED FROM THE TRANSCRIPT · source