Are Your Customers Telling Powerful Stories About You?

#PaulAlexandrou is a seriously effective storyteller. Founder and CEO of #ModernEquivalent, Paul helps fast growth companies adapt to moments of deep change. Pivots, strategic change, outrageous growth are often very uncomfortable. Managed well, those moments can deliver incredible competitive advantage. Mismanaged and they can sound the death knell for your business or a life of mediocrity swimming with all the other fish in your pond. The danger of being feature obsessed is that you paint yourself into a box as a commodity provider. MinimumViableBrand (#MVB). Story and brand are misplaced in marketing departments. Founders are so close to the narrative and that informs decisions at a product and culture level. Paul believes it's imperative to position brand and story in the C-suite for them to use them as a lens, especially at moment of change. Your story is the narrative of why you exist. It's the bridge that connects who you are as a business and what matters most to the people you serve. Story is too important for it to be merely a marketing output. Does your story tell how are you different or make you sound like everyone else? CEOs are the chief story tellers. Companies that are winning are leaning into the challenge by pivoting around their purpose or their brand, often away from their old feature sets. CEOs need to embrace their responsibility. They need to author and co-author their story with their teams so they are at the centre of their story as it evolves. Paul introduces the concept of the Brand/OS (operating system) to keep the brand fluid and iterative so it evolves with real world market conditions. If you are scaling up your business, this is essential listening. If you don't leverage your story and your brand effectively, you are going to make that growth heavy going and you will become an obstacle to your own growth. You will create confusion, conflict and silos, you may take on money that is divisive, leading to politics and turf wars due to misalignment. -- Check out my new #ScaleupsAndHypergrowthPodcast at: Podbean: scaleupsandhypergrowth.podbean.com Spotify: https://open.spotify.com/show/3t0Gge9e5XaB8REaqkiQ6u Apple: https://podcasts.apple.com/gb/podcast/scaleups-and-hypergrowth-podcast/id1508754065   Get my newsletter #TheGrumbler: http://eepurl.com/gu2Yd1 Buy #MakingChannelSalesWork here: https://tinyurl.com/Making-Channel-Sales-Work Sign up for my #techHypergrowth events, clinics and masterclasses:https://www.eventbrite.co.uk/o/marcus-cauchi-30077128364?aff=odeimcmailchimp3/techhypergrowth