Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin

Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin

Most B2B companies tell the same story.

Here’s who we are. Here’s the problem we solve. Here’s our product. Here’s why it’s better.

Andy Raskin thinks there's a more powerful place to start: what has changed in your buyer's world?

Andy is a strategic narrative expert who works with B2B leadership teams like Gong, Dropbox, Uber, Salesforce, Square, IBM, and joins Laura Erdem on Attributed to break down his “old game, new game” framework.

Instead of opening with a problem and solution, it starts with a shift in the market: what used to make buyers successful, what has changed, and what winning looks like now.

Laura and Andy will walk through real B2B examples, covering: - How to identify the change happening in your buyer's world - How to define your company's “old game” and “new game” - Why “old game/new game” is different from a typical before-and-after product pitch - How to establish stakes that make buyers care about the change now - Where your product should actually enter the story - Real examples of B2B companies that have put the framework into practice - How to use one strategic narrative across marketing, sales, product, and leadership

If your buyers understand what you do, but still ask “Why now?”, this session will show you how to build the story that comes before the product. Follow Andy Raskin on LinkedIn: https://www.linkedin.com/in/andyraskin/ Follow Laura Erdem on LinkedIn: https://www.linkedin.com/in/lerdem/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

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