Woden helps ensure that your company is seen as urgent and essential. When all of your competitors are relying on their ability to claim they are number one, start telling a different story instead—your own. Organizations willing to invest in a holistic, purpose-driven narrative are primed for tremendous growth, anchored in the emotional bond the brand shares with customers. Download a free copy of our book Story is the Strategy today to develop your own strategic brand story, and unlock the potential of your organization.

Forget trying to keep it short and sweet if there’s no story behind it. “Refresh Yourself,” “Enjoy,” and “Open Happiness,” have driven sales for Coca-Cola for more than a century – not because they’re catchy on their own, but because they tap into a deeper story. Behind every phrase is a strategic narrative that ties them together. What’s Coca-Cola’s core purpose? “Refresh the world. Make a difference.” This positioning anchors each tagline, so the brand has an authentic identity that resonates across generations. Successful brands build memorable, impactful taglines because they start with a core story. With a powerful foundation, you can run dozens of taglines over decades and still feel the same consistency in your brand. Here are three ways to make your messaging just as unforgettable to customers: 1. Understand when you’re heard. It’s not always about shorter copy—it’s about delivering the right message at the right stage of the customer journey. Think strategically about the order in which your customers receive information. 2. Appeal to what your audience wants. If your messaging doesn’t engage with a core passion or need, you should expect resistance at every stage of your sales funnel. Learn and engage with what matters to your prospects. 3. Let your customers lead the way. Say the right things at just the right time, and your prospects and customers will naturally want to keep the conversation going. 

The hard truth about connecting with customers? Most don’t care about your product or service—at least not at first. Brands spend so much time talking about themselves as if every customer is listening, but buyers are already more informed than ever. They’re doing their research and have high expectations for relevance and personalization in content and conversations. Today’s sales landscape has shifted to be relationship-driven, where understanding what motivates your buyers can make or break a deal. It’s not just about pitching product benefits – it's about trust and demonstrating value from the first interaction with prospects through the customer experience. How do you make the impact you want? Identify motivators. Focus on what your customers actually care about. This helps you spot the deals that are ready to move forward and those that need additional nurturing. Listen first, then speak. Trust that your customers heard you the first time you promised great results—make sure your next words count by focusing on what they need, not just what you offer. The strongest connections are built on a foundation of listening, understanding, and showing a genuine willingness to help.

How many of these words have you used to describe your company? ▶️“best in class” ▶️“disruptive” ▶️“market leading” ▶️“innovative” ▶️“made easier” ▶️“faster” ▶️“cheaper” Have they ever moved the needle on a sale when you’re the one buying? Probably not. Customers today don’t respond to catchphrases—they’re looking for a company that can help them solve their problems. A truly impactful customer journey isn’t company-led; it’s customer-led.

Are you too close to see your company clearly? Even the most successful products and high-performing teams can miss the mark in conveying a brand’s true value. Often, what matters most to customers is just out of focus. An outside perspective can help sharpen that view and reveal what your customers truly need, especially when: ▶️ Selling a technical product ▶️ Competing in a commodified market ▶️ Facing new competitors ▶️ Launching new products or pivoting to a new market. ▶️ Building customer trust From websites and pitch decks to social posts, your story should be clear and compelling—free from buzzwords and insider jargon. An objective approach ensures your brand resonates authentically and with purpose.

Too many companies don’t know what matters to their customers. The way customers see your company may surprise you. Interviews and surveys can uncover what makes your company stand out to the people who matter the most: your customers. Ask yourself:  ▶️ What do customers love about your company?  ▶️ What are their challenges?  ▶️ Why did they engage? Our advice? Listen to your customers. Their insights will reveal what drives their decisions and makes your company unique. When you leverage customer insights, you can build a story that draws them through your sales funnel. Don’t just tell your customers a story. Build it with them.

The greatest products fail because prospects see them as optional. Most companies believe a faster funnel will solve this—that efficiency equals inevitability. They measure success through conversion metrics, then wonder why customers still see them as replaceable. Essential brands know better. They build funnels that transform their story into their prospects' story: - From pitch to purpose: Stripe doesn't just process payments—it empowers the next generation of digital commerce. Each customer becomes proof of what's possible. - From features to future: Notion's users don't buy a tool—they step into a better way of working. Every customer's success becomes a chapter in that story. - From product to protagonist: Figma's customers don't simply adopt software—they become creators of their industry's future. Their journey inspires others to follow. When customers write their own story through your funnel, they create a path others naturally follow. #B2B #marketingstrategy #strategicnarrative #customerjourney #essentialbrands

Companies don’t buy things. People do. It’s easy to get caught up in the technical aspects and features of a product, but at the end of the day, B2B decisions are human decisions. Behind every company purchase are people with their own goals, preferences, and motivations. If we overlook these psychological drivers, we miss an opportunity to connect on a meaningful level. Here’s where the psychology of B2B marketing truly matters: 1. Autonomy: People crave choice and control. Companies like Upwork lean into this by giving businesses the freedom to choose exactly the talent they need. It’s not about one-size-fits-all—it’s about empowering the buyer. 2. Competence: The desire to grow and improve is universal. HubSpot  excels here by making education a core part of their brand, from free courses to certifications. They’re not just selling a tool; they’re building expertise. 3. Relatedness: We all want to feel connected. LinkedIn is a prime example, creating features like Newsletters and Groups to foster community, which drives engagement and loyalty. When we shift focus from what we sell to why it matters to the individual buyer, we move from a transaction to a relationship—one that inspires trust and action. The best brands aren’t just about what they do; they’re about why people connect with them. #B2B #marketingstrategy #strategicnarrative #buyerpsychology #customerengagement #customerjourney

Your customers are walking billboards. What are they advertising? Bombas and BAGGU realized a profound truth: people don't just buy products—they buy into narratives that align with their values and identity. Both brands reshaped their narratives around powerful ideas: Bombas' "Bee Better" and Baggu's fusion of sustainability with style. This shift elevated them from commodity providers to essential brands. What about your brand? ▶️ What deeper need or value does your product fulfill? ▶️ How can your narrative turn skeptics into advocates? ▶️ Is your story making you irreplaceable in your customers' lives? In a world where "you are what you buy," your strategic narrative is your strongest differentiator. How are you using it to become essential?

Being the best isn't enough.   Binary Defense learned this the hard way. Despite industry praise and impressive backing, they found themselves drowning in a sea of similar-sounding vendors. Their technical excellence had become the industry standard.   The breakthrough? They were selling technology, but clients were buying trust.   Binary Defense reshaped their narrative around a powerful idea: "The right partner is the best defense." This shift transformed them from a tech vendor to an indispensable ally.   Key takeaways: ▶️ Focus on partnership over features. ▶️Tailor a message to different buyer types. ▶️Align your origin story with your strategic narrative. The result? A dramatic shift from commoditized provider to essential partner. In a world of replicable features, your unique story is your strongest differentiator. How are you using it to become essential?