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I read an article today that was trying to equate narrative development and positioning. I don& #39;t see these as competing things - I think one is an input to the other. 1/
Positioning defines who your product is best suited for, what the alternative solutions are, what value the product delivers for customers. These are inputs to a narrative - you literally can& #39;t write a story until we know who the heroes and villains are 2/
Now, if your company is fairly mature, you might already have solid positioning. If that& #39;s the case, focusing on narrative development can help you make that positioning really sing for customers. 3/
But if you aren& #39;t totally clear on the value your product delivers, what the exact profile of a good fit prospect is, what other alternatives you need to beat in the market - you aren& #39;t ready yet to work on the narrative. In fact, working on it is probably dangerous 4/
Building a story around weak, imaginary, or aspirational inputs can result in a narrative that sounds amazing but may not actually be true, and may not work in the market at all. 5/
Positioning first, story second. If the positioning is already solid, go ahead and work on the story. If the positioning is muddled or weak, you& #39;re going to need to nail that down first. /end
