Story Sprint Workshop

The Problem

A company's story can be just as impactful as their product. It's critical they get it right. Think about word of mouth, media coverage, and how each represent an opportunity to build both interest and awareness. The problem is that most companies and those building it is that they're too close to it. When they talk about the company, what it does, the use-cases and benefits...it's often either a long grocery list of irrelevant information or extremely vague. With unit21.ai, they needed to hone in on the core value their software provided its end-users. The messaging didn't need to contain all of the techtalk of how it did what it does, but instead focus more on the benefits - and who exactly could benefit from it. 

 

The Solution

I built a team consisting of two others I had worked with previously, one designer and one storyteller, and we guided unit21.ai's senior leadership team (the 2 founders, and 2 senior execs) through a half-day brand building workshop that purely focused on refining their story. After the workshop, we created three messaging platforms to serve as options, and with one more meeting landed on a winning story. 

The Result

In just about a month's time, unit21.ai had a more engaging story about their brand and their product. That new language was then used in an interview by Tech Crunch, and helped them raise $34mm in Series B at a valuation of $300mm, just nine months after a raising $13mm. Goes to show there's real power and value in your story.