The concept of category building enables organizations to differentiate themselves and redefine market landscapes, while opening creative and thoughtful conversations internally. Startup founders, business executives, and marketing gurus face an important question at some point in their careers: Are you trying to define (and own) a new or existing market category? The answer to this question will inevitably transform the way you communicate with external and internal stakeholders. To dive deeper into the purpose of
“Catapult’s narrative process played a powerful role in shaping DevOps Institute’s messaging and offerings,” said Jayne Groll, CEO of DevOps Institute. “Through the narrative, we adopted a human-centric focus that has driven everything we do. We wouldn’t be where we are today without looking for an external resource to help us hone in on our ‘why’ and create a company vision that we continue to pursue several years later.” Who is DevOps Institute? DevOps Institute
Companies are more focused than ever on delivering a quality customer experience – especially in B2B tech. Part of that experience is how the company connects with the customer – on a human level. People want to work with companies who relate to their challenges, clarify industry misperceptions and know the industry trends that directly impact them. Many of the leading companies do an incredible job at this by articulating a focused industry narrative. Not
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