“The company story is the company strategy.”

STRATEGIC CONSULTING


Strategic messaging & positioning

In these engagements, I align CEOs and their executive teams around a high-level narrative that clarifies the company strategy and powers success across the organization — in sales, marketing, fundraising, product development and recruiting.

Once the elements of the new strategic story are in place, I guide roll out of the new narrative through new sales/marketing/fundraising content, team training, and other strategic initiatives.

To learn more, email me at andyraskin@gmail.com.

Training &
public classes


Strategic story training for CEOs and Senior Executives

In these training sessions, CEOs and senior executives learn how to more effectively lead change by mastering the art of strategic storytelling. For our purposes, storytelling isn’t cute anecdotes but a proven structure for rallying others around your vision for the future — whether that’s a major new initiative, collaboration between teams, or a new feature request. Attendees learn how strategic storytelling works, how to apply it to their work, and how it makes leadership communication more effective.

Strategic story training for Sales Teams

This version of the training is specifically designed for sales teams that want to pitch more effectively. Your team will learn the structure of effective stories and pitches, and practice applying that to solve their most difficult sales challenges. I usually break this training into at least two sessions, so team members can try out their new pitches and stories with prospects and come back to share what worked.

STORYTELLING FOR SUCCESS: HOW TO PITCH, PRESENT & PERSUADE
San Francisco
General Assembly | 225 Bush St, 5th Floor

Want a more compelling pitch for investors, customers, and new hires? In this class, you'll learn how storytelling techniques from film and other narrative arts can take your pitches and presentations to the next level. You'll also practice crafting personal stories that quickly establish trust with audiences and colleagues.

Register
Oct 20, 2016 (Thursday) | 6:30 pm to 9:00 pm
Register
Nov 17, 2016 (Thursday) | 6:30 pm to 9:00 pm
Register
Dec 15, 2016 (Thursday) | 6:30 pm to 9:00 pm
INTRO TO CONTENT STRATEGY
San Francisco
General Assembly | 225 Bush St, 5th Floor

Instead of paying PR firms to beg reporters to publish your message, you can publish it yourself — as articles, books, videos, infographics, webcasts, podcasts and more. In the new world of content marketing, content strategy is the emerging discipline of aligning editorial with strategic business goals. In this class you'll learn the foundations of an effective content strategy, including editorial design, target audience definition, idea generation, and success metrics.

Register
Oct 13, 2015 (Thursday) | 6:30 pm to 9:00 pm
Register
Nov 10, 2015 (Thursday) | 6:30 pm to 9:00 pm
Register
Dec 8, 2015 (Thursday) | 6:30 pm to 9:00 pm

Testimonials


My clients include companies funded by Andreessen Horowitz, GV (formerly Google Ventures), Lightspeed Venture Partners, First Round Capital, KPCB, True Ventures and other top venture investors.

Justin Yoshimura CEO and co-founder 500friends (acquired by Merkle)

“Andy's biggest contribution was raising the credibility of 500friends — on our website, in sales discussions, and with investors. When it comes to boiling down complex offerings into understandable, targeted stories, Andy is the most talented person I know.”

Spenser Skates CEO and Founder Amplitude

“Andy crafted new positioning and messaging for Amplitude that immediately increased our win rate and helped us gain traction faster with investors. He also built a high-level plan — including funnel definition, metrics, and execution priorities — that will be my strategic marketing roadmap as I grow the company. We were really lucky to work with Andy, and I highly recommend him.”

Michael Sharma CEO Exinda

“Andy helped us define our strategic story in a way that has generated new, sustained excitement among my customers, my team, and my board. I'm now aligning everything we do — sales, marketing, fundraising, and product — around that single story.”

Roque Versace Head of Americas Sales Intel Services

“Andy is the best I know at crafting company and product stories that help us win business. I hope to be working together for a long time.”

Catherine Liao Senior Director, Platform Solutions Riverbed Technology

“Andy's Storytelling for Marketers workshop provided a great team-building exercise and gave us the tools to tell our marketing story in a more engaging way.”

Deepa Subramanian CEO and Co-founder Wootric

“Andy's process is agile and iterative, and the outcome has given us a powerful way to communicate with customers, investors, and our team. I look forward to every single meeting with Andy because of the way he gets us thinking about the bigger strategic picture.”

Randi Barshack VP Marketing, Mashery (now CMO, xMatters)

“Great marketing starts with a great story. When it comes to helping senior execs align on a compelling strategic narrative, no one is better than Andy.”

Gary Nakamura CEO Concurrent

“Andy has been huge for Concurrent. First, he led us through a concise process to define clear, compelling strategic messaging. Andy was also a great asset to help build the long-term branding and content marketing strategy that my team is now executing on. Andy is an incredibly rare and valuable mix of startup experience, technical understanding and storytelling talent.”

Alexander Garcia-Tobar CEO and Co-founder ValiMail

“Andy helped us get crystal clear about who our current customer is, and which of our many value props are most important to that customer. The result is new messaging that quickly gets customers, investors and potential hires excited about what we do.”

Mark Chung CEO and Founder Verdigris Technologies

“In just one month, Andy rebuilt our messaging, clarified our positioning, focused our brand, delivered a compelling company narrative, and gave us a powerful marketing strategy that's the foundation for our growth.”

Sandra Lewis Founder and CEO Worldwide101

“Andy breathed new life into the way we talk about our business by calling forth our story and then boiling it down into strong, compelling messages that we had never considered. Andy has done more than help with our story — his process, the fresh perspective, and the end results have invigorated our whole team by giving us a unified way to describe what we do. It's powerful stuff and well worth the investment.”

Mike Allen VP Product, Terracotta (now VP Product, Marketo)

“Of all the marketers I know, Andy is the best at building strategic narratives that drive demand. For our big data products, he helped me tell compelling stories not only to the market, but also to stakeholders within the company.”

Jason Fischl Co-founder and CTO Blipboard (now VP Engineering, Remind)

“By getting our story straight, Andy made our investor pitches, product demos, and product development more successful. Andy is great at helping early-stage companies build a narrative for how customers will interact with their products.”

Zen Ohashi CEO and founder Sugoi Kaigi

“Andy is the rare individual who sees the truth about how a company presents itself to the world, without dogma or bias. Through dialog and questioning, he can create a story that makes impossible goals achievable. It's a kind of magic.”

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