As products grow, they become harder to explain.
At some point, most growing companies arrive at the same realisation. The product is good. The team is capable. But something keeps breaking down between what the product does and how the market understands it.
Marketing runs campaigns that don't convert. Sales tells a different story to the one on the website. A new product launch lands without the impact it deserved. Leadership keeps asking why the messaging isn't sticking.
The instinct is usually to fix the symptoms. Rewrite the website. Rebuild the pitch deck. Brief the agency differently. And for a while, that works. Until the next launch, the next hire, the next market shift — and the same problem surfaces again.
The reason the symptoms keep returning is that the underlying cause was never addressed. The company doesn't have a product narrative problem. It has a product narrative.
What a Head of Storytelling does
A clear, aligned product narrative is a strategic asset. It's the single version of your story that marketing, sales, and product all draw from — so every campaign, every pitch, every piece of content pulls in the same direction.
Building it is a process. Embedding it is a discipline. And both require someone whose sole focus is making sure your story is the sharpest, most consistently told version of itself it can be.
As a fractional Head of Storytelling, that's what I do.
The engagement runs across three stages. The first is Discovery — a structured workshop to gather your existing messaging, surface what's working and what isn't, and build a shared foundation from the insights your own team already holds. The second is Definition — a deeper session where we define your differentiated value, your ideal customer profile, and your proof using the Product Narrative Canvas. The third is Delivery — ongoing 1:1 sessions to embed the narrative into your sales enablement, landing pages, messaging hierarchy, and go-to-market decisions.
The output isn't a document. It's an aligned organisation — one where marketing, sales, and product finally tell the same story.
Who this is for
This engagement is designed for growth-stage companies where narrative alignment has become a strategic priority — typically where a CMO, CPO, or founder has recognised that inconsistent storytelling is costing them deals, slowing onboarding, or creating friction in the market.
It's available as a lighter-touch bi-weekly model over six months, or as an intensive engagement for teams that need to move faster. Both models are built around embedding, not advising — the goal is a narrative your team owns long after the engagement ends.
Not sure where to start?
Book a free Story Audit. In 30 minutes, we'll look at where your current narrative is creating friction, what's missing, and whether a fractional engagement, a workshop, or something else entirely is the right first move.
→ Book your Free Story Audit
