You never completely believe in the value of what you sell. There’s always a flaw, a gap, a weak link.
We fill this gap with smooth talk, a bit of spin, a marketing sleight of hand. "It's not a bug, it's a feature!"
Over time, this patch solidifies and becomes an integral part of the pitch.
When I lead a "Narrative Strategy" session, we quickly come face to face with this piece of the story that just doesn't fit with the rest.
This is often a point of tension.
My clients defend it tooth and nail. And that's perfectly normal: it's a shield they've built over time to hide what they see as a gaping hole at the heart of their business.
They can no longer imagine their pitch without it. In fact, they're convinced that a 100% aligned story is impossible. After all, perfection doesn't exist; you have to deal with reality.
So, we dig deeper.
Their journey. What they do. What they believe. How they connect with their audience.
Since I refuse to be taken in by a story that isn't solid (remember: I'm a screenwriter), we search further, right at the source.
Then, in an anecdote they dismiss as "unimportant," we finally find it: the missing link. The element that completes and transcends the story. The one that completely eliminates the need for a cheap patch.
The reaction is often the same: at first, they're wary. It's too good to be true. They've been walking with a crutch for so long that they struggle to believe it was never necessary.
Then, little by little, their faces light up. They get it. There is a story that connects their journey and their expertise, one that requires no "gray areas," no spin. A narrative that energizes them, inspires them, and that they can tell and adapt without any resistance.
In the end, it won't be *exactly* this story they'll use. They'll make it their own.
The key will have been to show them that it is possible—and absolutely necessary—to build this story that's 100% aligned with who they are and what they do. That *is* "narrative strategy."
It's the angle, drawn from your own journey, that unlocks the deadbolts that were jamming your communication until now.