"The company story is the company strategy."



In strategic messaging and positioning engagements, I help CEOs, marketers, and salespeople define clearer, more effective effective stories for their businesses and products. The result is a strategic messaging architecture — a kind of DNA that powers all sales, recruiting, fundraising, and marketing communications.


How do you deliver content that both gets your target audience's attention and measurably benefits the business? In these engagements, I help marketing teams define a comprehensive content strategy plan that includes target audience personas, buyer journey maps, success metrics, content production processes, and an editorial calendar.


Once strategic messaging and positioning is in place, CEOs and CMOs engage me in as an advisor to ensure marketing execution aligns with strategy. In this role, I provide guidance around core brand assets (strategic messaging, positioning, brand personality), marketing and sales enablement collateral (company website, sales deck, content marketing), hiring plans, funnel definition, and success metrics.


In these 2- to 4-hour workshops, your teams learn how to apply powerful storytelling techniques from film and other narrative arts to make sales conversations, marketing communications and hiring discussions more effective.

  • Storytelling Workshop for Marketing Teams

    Today, whether you're talking about content marketing, sales enablement or product marketing, everyone on your team has to tell great stories. In this workshop, your marketing team will learn how to structure compelling stories, how to deliver more effective marketing messages by applying narrative theory, and how to define a core story that powers all marketing activities.

  • Storytelling Workshop for Sales Teams

    Before prospects share their problems with you— that is, before they let you sell to them— they have to trust you. In this workshop, your sales team will learn how to use stories to connect with prospects at an emotional level. Your team will also learn how to apply techniques from filmmaking and other narrative arts to make pitches more effective.

  • Storytelling Workshop for Recruiting Teams

    Successful recruiting means connecting with candidates on an emotional level. In these workshops, everyone on your team learns how to build emotional connections through stories, how to use stories to more credibly communicate what's awesome about your company, and how to make sure everyone's stories are as consistent and as powerful as possible.

  • Workshops can also be customized to address your team's challenges.



My clients include early-stage companies funded by leading venture investors, such as a16z, True Ventures, First Round Capital, 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.

Justin Yoshimura CEO and co-founder 500friends (acquired by Merkle)

"Andy's biggest contribution 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.”

Spenser Skates CEO and Founder Amplitude

"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."

Gary Nakamura CEO Concurrent

"Andy has been huge for Concurrent. First, he led us through a concise process to define clear, compelling strategic messaging. 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."

Catherine Liao Senior Director, Platform Solutions Riverbed Technology

"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."

Mark Chung CEO and Founder Verdigris Technologies

"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."

Roque Versace Head of Americas Sales Intel Services

"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.”

Randi Barshack VP Marketing, Mashery (now CMO, xMatters)

"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.”

Mike Allen VP Product, Terracotta (now VP Product, Marketo)

"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.”

Jason Fischl Co-founder and CTO Blipboard (now VP Engineering, Remind)

"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.”

Zen Ohashi CEO and founder Sugoi Kaigi

"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 makes impossible goals achievable. It's a kind of magic.”


San Francisco
General Assembly | 225 Bush St, 5th Floor

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.

Aug 17, 2015 (Monday) | 7:00 pm to 9:00 pm
Sep 14, 2015 (Monday) | 7:00 pm to 9:00 pm
San Francisco
General Assembly | 225 Bush St, 5th Floor

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.

Aug 11, 2015 (Tuesday) | 7:00 pm to 9:00 pm
Sep 17, 2015 (Thursday) | 7:00 pm to 9:00 pm