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 Welcome back, everybody for another deep dive. This time we're gonna be looking at something you might not expect in the B2B world. Uh, the power of Narrative. Yeah. Narrative. And we've got some great excerpts from the B2B Thought Leaders Playbook by Joe. Oh, yeah, I've heard of this one. Oh, have you read this one? I have, yeah. It's it's pretty good. It's a good one. And, you know, Joe's a seasoned expert. He's founded several companies all around narrative design. Yeah. I mean, he's, he's really been there and done that. And so you might be thinking, wait, stories, right? Isn't B2B all about data and logic? Yeah, you'd think. Picture this, two startups. Okay. Pitching their AI platform to the same VC. All right. Both have the tech read. Both have a solid track record. But only one walks away with the funding. Hmm. Why? Well, that's the big question that Joe tackles in the book, right? And he says, in a world where AI is really leveling the playing field and innovation is becoming more and more democratized, the differentiator is no longer just about having the best tech. Right. It's about having a narrative that truly resonates. So it's almost like two chefs using the same ingredients, but one just like lists them off. Right. Right. And the other one tells you a story that transports you to Italy as you're like tasting this dish. It really sets the scene, you know, that's the power of narrative, right? Precisely. And Joe has seen this narrative crisis firsthand. He talks about companies that have amazing tech, superior tech, but they fail because they don't have a good story to capture attention and set them apart in a crowded marketplace. And he has some stats to back this up. Oh yeah. He points out that 71 percent of B2B buyers find most content irrelevant. Wow. That's a lot. Yeah. Think about that for a second. Yeah. We are bombarded with information every day. Yeah. Emails, articles, webinars. But how much of it actually sticks? Right. How much of it actually helps you make a decision? Yeah. It's tough to cut through all that noise. Yeah, and then you add on top of that, 67 percent of B2B buyers say they struggle to differentiate between vendors. It's just a sea of sameness. Right, they all use the same buzzwords, they're all touting the same benefits. Exactly. So how do you choose? Well, and if you can't choose, then, you know, it really becomes a race to the bottom, who can offer the lowest price, rather than who can provide the best value and expertise. And we can't forget B2B purchases. are very rarely made in isolation. Right. That average purchase now involves six to ten decision makers. That's a lot of people to convince. Yeah, all with their own priorities and perspectives. For sure, and so that's where a strong narrative becomes super important. Okay. It's not just about, like, conveying information, it's about creating a shared understanding and getting those stakeholders aligned around a common vision Right. and then ultimately driving consensus and action. Right. So it's like you're weaving this tapestry that brings all those threads together, the technical capabilities, the business benefits, and even those emotional drivers. And it creates a picture that everybody can understand. Right, and get excited about. And what's really interesting is that this narrative needs to do the heavy lifting early on because 80 percent of buyers consume at least three pieces of content before they even talk to sales. Wow. So your website, your blog posts, your social media presence. All of that is telling a story about your company. It's like you're making a first impression, but instead of just a quick handshake, you're crafting this nuanced story that really shapes how people perceive your brand. For sure. So how do we craft a narrative that actually resonates in this really complex B2B world? Well, that's where Joe's book gets really good because he doesn't just point out the problem, he actually gives us tools to fix it. He argues that this isn't just another book about storytelling, this is a playbook for making narrative a priority in your business. So it's not just about tacking on a nice story at the end of your pitch deck. No. It's about completely shifting how we communicate and even think about thought leadership in B2B. Yeah, it's about understanding that thought leadership is no longer about being the loudest or even the most technically proficient. It's about having a story that your audience really connects with and making sure that your whole company is aligned around that employees, customers, partners, even investors. And there's this research that really stood out to me, Jo. It says that people are 22 times more likely to remember a fact when it's wrapped in a story. Oh, wow. That's incredible. Isn't that crazy? It really shows how our brains are wired for narrative. We're storytelling creatures at our core? You are. We really are. Think about it. We remember history. We remember scientific breakthroughs. We remember complex theories through the stories that we tell about them. Yeah. We don't remember, you know, Newton's formula for gravity, but we remember the story about the apple falling from the tree. Exactly. So stories help us connect with information on a deeper level. Yeah, and it makes it more meaningful. And in B2B where trust and relationships are so important, being able to tell a good story becomes even more critical. Right, because in B2B we often focus so much on logic and data and reason that we forget about the emotional side of things. But adding in that emotional intelligence and storytelling can completely change the game. Yeah. It humanizes your brand, it lets you build real connections with people. Right. And it helps you drive those purchase decisions that are based on emotion as well as reason. So we need to go beyond just listing out people. Right. And tap into that power of storytelling. Right. To build a deeper connection with our audience. Oh, sure. But how do we actually do that? Well, that's where Joe really gets into the how to. He lays out a framework for building a B2B narrative that works. So, less theory, more actionable steps we can actually use. Yeah, exactly. And something that stood out to me was this idea of turning your knowledge into a point of view. Like, it's not enough to just be an expert. You have to package that expertise in a way that's insightful and memorable. So you need to kind of stand out from the crowd. Exactly. It's about having that unique perspective that makes people want to listen. Because there are a lot of companies out there with great products or services, but their message just gets lost. Yeah, for sure. So what are some of the things that companies do wrong when it comes to their narrative? Well, Joe points out a few common traps. Okay. The first one is being too generic, you know, relying on the same buzzwords that everyone else is using. Right. And not really explaining what makes you different. So you need to have that clear value proposition. Exactly. And another mistake is getting too technical. Okay. You know, assuming your audience understands all the ins and outs of your product. Right. They might not be as familiar with the jargon as you are. Yeah, and I think the biggest mistake is focusing too much on features and not enough on benefits. Ah, so it's not about what your product does, it's about how it solves your customer's problems. Exactly. It's about shifting that focus from me to you putting the customer at the center of the story. So understanding your audience is absolutely crucial. Oh, absolutely. Joe talks a lot about, you know, Tailoring your narrative to specific stakeholders. Okay. Because what resonates with a venture capitalist. Right. Isn't necessarily going to resonate with a procurement manager. That makes sense. You wouldn't tell the same story to your friends. Right. As you would your boss. Exactly. It's all about adapting your message to the specific audience you're trying to reach. So how do you do that effectively? Does Joe give us any tips? Yeah. He gives some really helpful frameworks for understanding your different audience segments and crafting narratives that speak to their needs and their pain points. Okay. So for example, when you're pitching to investors, you might focus on your company's growth potential and the market opportunity, but when you're talking to customers, you're going to focus on how your product can solve their specific problems and make their lives easier. So you're speaking their language, showing them that you get it. Exactly. But it can't just be marketing, right? No. This has to be company wide. Everyone from sales to customer success to the CEO. So everyone needs to be telling the same story. Exactly. Joe really emphasizes narrative consistency across all departments. Because if everyone's telling a different story, it gets confusing for the customer. Right. It erodes trust and it makes your brand seem less credible. So how do you make sure everyone's on the same page? Well, Joe suggests a couple of things. One is to develop a clear brand narrative document. Oh. That outlines your core values, your mission, your key messages. So it's like a guidebook for everyone in the company. Exactly. And another idea is to create a shared internal storytelling platform. Okay. Where employees can share customer stories and success stories and best practices. So it's like building a culture of storytelling. Yeah. Exactly. But how do you know if it's actually working? Exactly. Exactly. Yeah. You can have a great narrative, but if it's not resonating with people, it's not doing any good. That's a great point, and Joe actually talks about the importance of measuring the impact of your narrative. Okay. He says you need to track how your audience is engaging with your content. Right. Just like you track your sales figures or your marketing metrics. Because you need to know what's working and what's not. Exactly. And you need to be constantly refining your approach. So it's an ongoing process. For sure. And one thing that I really appreciate about Joe's book is that he addresses the AI question head on. Yeah, because in a world where AI can write marketing copy and even blog posts. Right. How do we stay ahead of the curve? How do we make sure that our stories are still unique and impactful? Well, well, it's a good question, right? Like, what's that secret sauce? Yeah, how do we make sure our story really stands out and connects? Especially when AI Can kind of do the more surface level stuff, right? And I think it comes down to a few things. First, you really have to understand your audience like deeply and genuinely, not just like their demographics, but what they care about, what keeps them up at night. What are they hoping for? So like knowing your customer, but even deeper, like you're saying almost empathy. Yeah, exactly. And then the second thing is you need that clear point of view that we were talking about. What makes your company different? What do you stand for? What unique value do you offer? Right, because AI can maybe mimic tone or pick up on trends, but it's that human insight that's harder to replicate. Exactly. And then finally you need authenticity. Right. People can spot a fake a mile away, especially in B2B, where trust is so important. Yeah. So your story has to be genuine, it has to be human, even a little bit vulnerable. It's like that saying, people don't buy what you do. They buy why you do it. Oh, I like that. And if AI can't grasp the why, then that's where our human stories become really powerful. Yeah, I think Joe would agree with that. AI can be a great tool for content creation, but it can't replace the human element of storytelling. Right, it can't replace the heart. Exactly. So to sum it all up in this world where AI can practically replicate anything, your narrative It's really what sets you apart. Yeah, it's the story that builds trust. It cuts through all the noise and it ultimately drives success in B2B. And Joe makes a great point that crafting a compelling narrative isn't just some marketing trick. Right. It's really about bringing your whole organization together around a shared purpose and communicating that purpose in a way that's authentic and engaging and truly inspiring. So before we wrap up, let's leave our listeners with something to think about. Okay. Imagine if AI could write your company's story. Hmm. What would it say? And more importantly, would it resonate with your audience? Would it really capture the heart of what makes your business special? That's a great question to consider. It is. And as you navigate the B2B landscape, remember that AI can be a handy tool, but the real power of narrative is in the human touch. Yeah. It's about finding your voice, crafting your story, and connecting with your audience on a deeper level. Yeah. Absolutely. Thanks for joining us for this deep dive into the world of B2B narrative.