"Companies that don’t have a clearly articulated story
don’t have a clear and well thought-out strategy.
The company story is the company strategy."
I help CEOs, marketers and sales teams tell clearer, more effective stories to customers, media, investors, and new hires. The result of this work is a strategic messaging architecture — a kind of DNA that powers company and product communications. These engagements last between 4 and 8 weeks and typically involve interviews with team members, customers and prospects, as well as detailed industry/product research.
Once senior leadership is aligned around strategic messaging, I am available to lead its implementation. These assignments generally range from 3 to 6 months. Deliverables include new company website, new sales decks, and core content marketing pieces.
What makes customers buy your products, great people join your team, and investors fund your company? Above all, it’s a great story well told. In these fun, inspiring workshops, teams learn how to apply techniques from filmmaking and other narrative arts to make marketing communications, sales conversations, and hiring discussions more successful.
Workshops can also be customized upon request.
My clients include early-stage companies funded by leading venture investors, such as Andreessen Horowitz, True Ventures, Bain Capital Ventures, Rembrandt Venture Partners, Y Combinator, Intel Capital, Draper Fisher Jurvetson, Webb Investment Network, Highland Capital Partners, Box Group, Data Collective, Crosslink Capital, Quest Venture Partners, and Merus Capital.
"Andy's biggest contribution as our Acting VP Marketing was raising the credibility of 500friends — on our website, in sales discussions, and with investors. When it comes to boiling down complex offerings into understandable, targeted stories, Andy is the most talented person I know — he played a key role in reducing our average sales cycle duration by 50%, for example. We started with Andy on a 3-month engagement and renewed it 3 times.”
"Andy crafted new positioning and messaging for Amplitude that immediately increased our win rate and helped us gain traction faster with investors. He also built a high-level plan — including funnel definition, metrics, and execution priorities — that will be my strategic marketing roadmap as I grow the company. We were really lucky to work with Andy, and I highly recommend him."
"Andy has been huge for Concurrent. First, he led us through a concise process to define clear, compelling strategic messaging. Then he delivered powerful new assets to tell that story — new website, sales deck, video, product sheet, and blog content—all in just a few months. Andy was also a great asset to help build the long-term branding and content marketing strategy that my team is now executing on. Andy is an incredibly rare and valuable mix of startup experience, technical understanding and storytelling talent, and I highly recommend him as a marketing leader."
"Andy's Storytelling for Startups workshop provided a great team-building exercise and gave us the tools to tell our marketing story in a more engaging way."
"In an amazingly short period of time, Andy rebuilt our messaging, clarified our positioning, focused our brand, delivered a compelling company narrative, and gave us a powerful marketing strategy to execute. Basically, in just one month he accomplished what has taken my team plus 2 advisors at least six times as long, and he gave us a strong foundation for growth."
"Great marketing starts with a great story. When it comes to helping senior execs align on a compelling strategic narrative, no one is better than Andy.”
"Andy is the best I know at crafting company and product stories that help us win business. I hope to be working together for a long time.”
"Of all the marketers I know, Andy is the best at building strategic narratives that drive demand. For our big data products, he helped me tell compelling stories not only to the market, but also to stakeholders within the company.”
"By getting our story straight, Andy made our investor pitches, product demos, and product development more successful. Andy is great at helping early-stage companies build a narrative for how customers will interact with their products.”
"Andy is the rare individual who sees the truth about how a company presents itself to the world, without dogma or bias. Through dialog and questioning, he can create a story that, almost magically, makes impossible goals achievable.”
What makes investors fund your company, customers buy your products, and great people join your team? Above all, it’s a great story well told. Learn how to apply techniques from filmmaking and other narrative arts to make your investor pitches, sales conversations, and hiring discussions more successful.
Now every company is a media company. Instead of paying PR firms to beg reporters to publish your message, you can publish it yourself — as articles, books, videos, infographics, webcasts, podcasts and more. In the new world of content marketing, content strategy is the emerging discipline of aligning editorial with strategic business goals. In the class we'll explore the foundations of an effective content strategy, including editorial design, target audience definition, idea generation, and success metrics.