As we transition into the ‘next normal’ for business, many marketers are re-evaluating their positioning and thinking about how to emerge as a leader in a changing and unpredictable world. We have long advocated for all companies to have an industry narrative, and if there was ever a time to adopt one it’s now. An industry narrative is the guiding light of an organization’s highest aspirations. It goes beyond what you ‘do’ and provides a
It can be hard to get out of your own head. In business, we are all so close to our company messaging that we sometimes miss the flaws or opportunities for a better narrative. At Catapult, we’ve talked to dozens of CEOs who are unsatisfied with their company narrative but unsure how to go about improving it. When you’re busy running a business or leading teams, you tend to be inwardly focused on your products
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